Energy moves: Atomic 212 to retain Origin; OMD wins BHP in global shift; AGL decision extended

Independent agency Atomic 212 is expected to retain the media account for Origin Energy, one of Australia’s largest energy providers, Mumbrella understands. OMD has also won the media account for Australia’s largest company, BHP.

Atomic originally won the Origin business in 2016 – then thought to be worth close to $40 million in annual billings, and has now won the account following a competitive review.

“Origin and Atomic 212 have developed an incredibly strong partnership, and we look forward to continuing this over the coming years”, managing director of the agency, Rory Heffernan told Mumbrella. 

Meanwhile, BHP has handed its media account to OMD, as part of a global realignment. OMD declined to comment on the move, which took place at the end of 2021.

Atomic 212 was the incumbent on BHP and will continue to service BHP Community, which entails foundation and community campaigns.

BHP is a multinational mining, metals, and petroleum provider, and is currently the largest company in Australia by market capitalisation at $168.98 billion. It is also the largest mining company in the world.

Last year, Origin Energy shifted its creative account to M&C Saatchi, with previous incumbent TBWA opting not to compete in the pitch.

This news comes within the context of the highly publicised AGL pitch that continues to roll on in the midst of its proposed demerger, which was reported last week to have fallen apart, and has placed a focus on the conversation around advertising for fossil fuel and energy clients.

As things stand, the pitch for its creative business, Mumbrella understands Big Red and The Royals remain in the running, with the incumbent CHEP Network opting not to pursue the contract, as reported in last week’s AFR media and marketing section. Mumbrella is awaiting response from VMLY&R, as to whether it remains in the running.

On the media side, incumbent UM, Zenith Australia, and Half Dome remain in the running, as of this morning.

The nature of the pitch appears to have changed, however, as reported in the Australian Financial Review last week, as the proposed demerger hit a snag.

The AFR wrote AGL will likely delay its decision on its advertising partners. Mumbrella understands each of the remaining competing agencies is awaiting a decision from the energy provider.

Industry sources have questioned the decision by AGL to undertake an agency review that coincided with its planned vote on a demerger.

An AGL spokesman told the AFR last week process was initiated “some months ago to ensure we continue to have a mix of partners that reflect our business needs as we pursue our future plans”.

“Reviewing our agency contracts on a periodic basis is part of our normal business processes.”

On a recent episode of the Mumbrellacast, the team discussed the changing nature of working with fossil fuel clients.


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