ACCIONA Energía Australia signs Melbourne agency as lead creative agency
Sustainable solutions provider, ACCIONA Energía Australia, has officially taken on a new lead creative agency.
On Monday, it was confirmed that ACCIONA Energía chose DDB Melbourne for the role following a selection process.
Unlike traditional pitches, the organisation required the participating agencies to follow “an iterative and collaborative approach” that mirrored the company’s commitment to responsible and sustainable business partnerships.
ACCIONA Energía’s general manager of brand and marketing, Caroline Pinter, said the decision to forgo the run-of-the-mill pitch process would ensure that creative talent would not be wasted.
“For us, sustainable business practice doesn’t just mean the development of renewable energy,” Pinter said.
“We approached the selection of our creative agency with the same principles that guide our environmental, social, and governance commitments.
“Instead of traditional pitches, we engaged in collaborative working sessions to ensure we found the perfect fit in both values and capabilities, and to not have hours of creative talent spent on an idea that never sees the light of day.”
According to the sustainability company’s brand and digital lead, Hien Pham, DDB Melbourne won the position because of its team’s strategic approach, allowing them to gain a strong grasp of the ACCIONA Energía brand and its project.
“DDB Melbourne impressed us through a series of thoughtful conversations with the right people that showcased their deep understanding of our project and brand,” Pham explained.
“Their team’s approach, unified under a strong creative leader, stood out throughout the process.”
DDB Melbourne’s group executive creative director, Psembi Kinston, contributed: “As we continue to work with more clients in the sustainability sector, we are excited to use our commercial creativity to champion this critical work and partner with ACCIONA Energía on fame driving innovation projects. There are some very, very exciting projects to be announced soon.”
The advertising agency’s general manager, Khia Croy, shared her team’s excitement regarding the oncoming work.
“It is humbling to work with an organisation with the scale and impact of ACCIONA Energía,” Croy said.
“Collectively we are incredibly passionate about bringing the amazing work they already do to the masses.”
DDB Melbourne’s appointment comes into effect immediately.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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