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Energy retailer EnergyAustralia has selected Deloitte Digital and Initiative as its creative and media agencies following a competitive tender process.
After parting ways with Cummins&Partners at the end of 2022, with whom it had worked for seven years, EnergyAustralia was looking for a new creative and media partner.
Almost a dozen consultancies and agencies competed for the prestigious account (EnergyAustralia is one of the country’s largest energy companies with 1.6 million customers in eastern Australia), with Deloitte Digital and Initiative taking the top spots.
Deloitte Digital, the creative and digital arm of consulting giant Deloitte, will assist EnergyAustralia with topics such as branding, customer experience delivery, product innovation and technology realisation. “Deloitte Digital’s balance of strategy, creativity and technology makes them an ideal partner to move forward with,” said EnergyAustralia Chief Customer Officer Mark Brownfield.
Commenting on the project win, Deloitte Digital partner Adrian Mills said: “As we move into the next decade of energy market transformation, the industry, community and customers will benefit from strong leadership. We’re here to help EnergyAustralia play that role, take the next step as a brand and demystify the industry for Australian energy customers. We absolutely share the intent of EnergyAustralia.”
Meanwhile, the initiative will support EnergyAustralia’s national media requirements alongside cross-traditional buying, including direct digital buy, paid search, social, programmatic and martech strategy and activation services.
Brownfield said: “We were impressed by Initiative’s passion and creativity and the effort they put into understanding our business and our customers. We look forward to working with them to help realize our brand ambitions.”
Sam Geer, National Managing Director of the Initiative, commented: “We felt a strong commitment from the EnergyAustralia team. As brands, we have similar lofty ambitions and a shared hunger for success. We both focus on breaking convention and creating new avenues for growth. We look forward to working with EnergyAustralia as it leads and accelerates the clean energy transformation for all.
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