Initiative wins EnergyAustralia media while creative yet to land
Mumbrella understands Initiative has secured the media account for EnergyAustralia, with the creative remit still yet to be settled.
This follows the company recently parting ways with its creative and media services provider, Cummins & Partners, as the client signalled to Mumbrella last week it was now in the market for new partners.
It is understood the creative account is yet to land, while Initiative emerged as an early winner. EnergyAustralia declined to comment at this stage. Initiative also declined to comment.
A spokesperson from the energy provider told Mumbrella last month: “After a successful seven-year partnership with Cummins & Partners, including many highlights, EnergyAustralia’s creative and media requirements have evolved and we’re currently exploring new partnership opportunities.”
EnergyAustralia is the second largest greenhouse gas polluter according to government data.
EnergyAustralia expanded its relationship with Cummins& Partners in 2020, appointing the agency to its media account, in addition to its remit on creative.
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Cummins & Partners was named creative agency of record in 2016, delivering services across strategy, creative, digital, social content and production, as well as media.
This comes as the third major win for Initiative in 2022, following the pickup of Australian Unity alongside an expansion of its relationship with ME Bank, splitting the wider Bank of Queensland Group consolidated media account with Performics.
CEO of EnergyAustralia told the Australian Financial Review last month that the company is accelerating its transition to cleaner energy solutions.
“We are at the forefront of the energy transition, and we are transitioning from coal to renewables. The more we build the system, the smoother the transition is as coal closes,” says Collette, who has been at the helm of EnergyAustralia since July 2021.
EnergyAustralia currently has almost two million retail customers.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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I hope that Initiative can help Energy Australia genuinely move towards renewables and not just deploy marketing and behavioural tricks to say they are.
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