Innocean Australia expands client list beyond Korean cars with Make It Cheaper win

Innocean’s first work for Make It Cheaper

Innocean has reported winning a piece of new business.

The ad agency, whose struggle to expand its client list beyond Korean car brands has lumbered it with a reputation for being the inhouse agency for Kia and Hyundai, has landed a brief from three year-old price comparison site Make it cheaper.

Innocean won the account about a year ago, after a non competitive pitch, and has just launched its first campaign for the client.

The news comes shortly after Innocean parted ways with new business director James Welch, now at WPP’s The Media Innovation Group in Singapore, who helped secure the business.

Scott Lambert, Innocean’s creative director, said: “Having a piece of business in the agency that is non-automotive has been fantastic for all involved, and further showcases our strategic and creative capability”.

Innocean’s campaign for Make It Cheaper, titled ‘Energy So Cheap It’s Criminal’, targets residential bill payers.

Tim Wolfenden, MD of Make It Cheaper, said: “Make it Cheaper has been operating in Australia since October 2009 and has always been a straight talking brand, focused on delivering savings to the consumer both in time and money. The new campaign cleverly touches on that feeling of gratification that we deliver to our consumers and we are looking forward to working with Innocean Australia to bring the campaign to the Australian market.”

Beginning in Wagga Wagga, the campaign will roll out in other regional areas in the coming months, moving through to metro centres later in the year, using press, outdoor, radio and online.

Lambert added: “Make It Cheaper is relatively new to this market, and therefore they have a number of established brands to compete against. As such, they needed to make an immediate impact. This campaign delivers their challenger brand spirit, in a fun, memorable and engaging way, and gives us a platform for more exciting work in the years to come.”


  • Client – Make It Cheaper
  • Managing Director, MIC: Tim Wolfenden
  • Marketing Director, Instigate: Karen Messitt
  • Account Executive, Instigate: Danbi Cho
  • Agency – Innocean
  • Creative Director: Scott Lambert
  • Creative Team: Rua Perston, Matt Cramp
  • Business Director: Damien Pashby
  • Planning Director: Kathy O’Connor
  • Production Director: Steve Dube
  • Radio Producer: Tania Templeton
  • Production Company – Katapolt
  • Photographer: Mat Baker
  • Producer: Adrian Appel
  • Producers: Adrian Appel & Diana Stevanovic
  • Retouching: Carl Baker
  • Radio Director: Ralph Van Dijk
  • Producer: Lesley Chambers
  • Recorded at: Sound Reservoir
  • Engineer: Paul Taylor
  • Studio Producer: Eve Wright




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