Energy company: We're not Enron; American Electric breaks $13 million repositioning campaign to ease consumer worries.(Brief Article)

Advertising Age, March, 2002 by Dipasquale, Cara B.

Energy companies aren't all bad. At least that's what American Electric Power hopes to convey with its $13 million corporate-repositioning campaign breaking nationally this week.

American Electric's largest-ever push is the culmination of its yearlong effort to develop a new corporate vision. The print campaign-the first work from Digitas, Boston-reflects American Electric's evolution from a Midwest utility to a $63 billion global entity also participating in the wholesale market, where energy is provided to corporate users and traded as a commodity.

While readying its new image, American Electric witnessed California's energy crisis and Enron's collapse, which cast a shadow over power players but made American Electric the No. 1 energy trader and the...