Big Red confirmed as AGL’s creative agency
Mumbrella can reveal independent shop Big Red has been appointed by AGL as its creative agency of record.
This comes a month after Mumbrella reported that UM had retained the media account for the energy company. It was also reported at the time that Big Red was the favourite for the creative account, after the majority of agencies, including incumbent CHEP Network had pulled out of the RFP process.
AGL opts for Big Red
An AGL spokesperson told Mumbrella: “We’re pleased to continue our relationship with UM as our media agency and appoint Big Red as our new creative agency.”
“As one of Australia’s leading energy retailers serving millions of customers, AGL has appointed Big Red as its new creative agency because of its extensive retail experience.”
“The energy space is changing rapidly, and we’re pleased to partner with two leading agencies to bring AGL’s next campaigns to market.”
This brings to an end the four-month process for AGL, which played out during the publicised de-merger vote, which was ultimately scrapped in late may.
The Australian Financial Review initially reported in May the energy provider was looking for new advertising partners, as it looked to roadmap “how it is perceived by consumers and other stakeholders in a post-coal environment”.
For Big Red, the result will be welcomed after its relationship with retail giant Coles came to an end, as it pitched, then reappointed its Omnicom agencies to the account, with the addition of Deloitte Digital.
Mumbrella approached Big Red for a comment.
As mentioned by the AGL spokesperson, Big Red has extensive retail experience, highlighted by its work with brands including Coles, Bunnings, and Optus amongst others.
AGL is currently trading at $7.42 on the ASX as of 1 September 2022, with a market capitalisation of $4.99 billion.
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