The ESB plans to invest up to €8 million in changing its corporate name to Electric Ireland as it rebrands its residential and business energy services. Consumers will see the new name on bills and communications from next April but the ESB name will not be phased out until the start of 2012.
The rebranding exercise is among a number of measures that will allow the ESB receive regulatory freedom from the Commission for Energy Regulation. The ESB has denied that the rebranding will result in higher energy costs. Among the ESB agencies are Irish International and TequilaTBWA.
Comedian Des Bishop is pictured above at an ESB promotion