Energy Australia adds media to Cummins & Partners’ remit

Energy Australia has expanded its relationship with Cummins& Partners, appointing the agency to its media account, in addition to its remit on creative.

Cummins & Partners was named creative agency of record in 2016, and will continue delivering services across strategy, creative, digital, social content and production, as well as its new responsibilities with media.

Energy Australia has consolidated media and creative with Cummins & Partners

Cummins & Partners CEO, Chris Jeffares, said the appointment reinforces in the agency’s offering of ‘Creative:Media’.

“Our agency was founded on the belief that the siloed approach of splitting creative & media was outdated and not in the best interest of clients or consumers. With incredible momentum for change in the industry and with this latest win, it is further proof that many clients and the wider market believe the same,” Jeffares said.

“This is a massive achievement for the whole team. We have been working with Energy Australia for almost five years now, and this latest opportunity is testimony to the collective teams’ strength of partnership and strong commercial results across the business.”

The agency has described the consolidated account as “arguably one of Australia’s largest”.

“The combination of Energy Australia’s passion, energy and smarts with Cummins & Partners unique ability to remove barriers and enable data transparency, knowledge and unfiltered access to tech and channel partners will be a force in one of the most highly competitive and regulated industries nationally,” head of media Paul Murphy added.

“Through this extension of the partnership, we are hugely energised and look forward to continuing the growth of Energy Australia nationally.”

Mark Brownfield, residential executive at Energy Australia, said: “Contrary to popular belief – energy is an exciting area. Not only are we transitioning to a new cleaner and more reliable energy system, we are changing energy retail for the better. Our goal is having more customers choose, trust and stay with us and we are pleased to be working more closely with Cummins & Partners on this significant evolution of our business.”

The incumbents on the account were Dentsu International’s Carat and iProspect. The agencies have been contacted for comment.

This year, Cummins & Partners has won the creative accounts for Heritage Bank, Sapporo and been reappointed to the creative for Fiat Chrysler Automobiles.


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