EnergyAustralia selects Deloitte Digital and Initiative

Energy retailer EnergyAustralia has following a competitive pitch process selected Deloitte Digital and Initiative as its creative and media agencies.

After parting ways with Cummins&Partners late 2022, which it worked with for seven years, EnergyAustralia was on the hunt for a new creative and media partner.

Close to a dozen consultancies and agencies pitched for the prestigious account (EnergyAustralia is with 1.6 million customers across eastern Australia one of the country’s largest energy companies), with the pitches of Deloitte Digital and Initiative coming out on top as winners.

Deloitte Digital, the creative and digital arm of consulting giant Deloitte, will help EnergyAustralia with topics including brand building, customer experience delivery, product innovation and technology execution. “Deloitte Digital’s balance of strategy, creativity and technology makes them the ideal partner to move forward with,” said EnergyAustralia Chief Customer Officer, Mark Brownfield.

Commenting in the project win, Adrian Mills, a partner at Deloitte Digital, said: “As we progress through the next decade of the energy market transition, the industry, community, and customer will benefit from strong leadership. We’re here to help EnergyAustralia play that role, to take the next step as a brand, and demystify the industry for Australia’s energy customers. We absolutely share EnergyAustralia’s purpose.”

Initiative meanwhile will support EnergyAustralia’s national media requirements, along with buying across traditional, including direct digital buying, paid search, social, programmatic plus martech strategy and activation services.

Brownfield said: “We were impressed with Initiative’s passion and creativity, and the effort they had made to understand our business and our customers. We look forward to working with them to help bring our brand’s ambitions to life.”

Sam Geer, national managing director at Initiative, remarked: “We felt a strong allegiance with EnergyAustralia’s team. As brands we have similar lofty ambitions, and share a hunger to succeed. We are both focused on breaking convention and creating new paths for growth. We look forward to working with EnergyAustralia as it leads and accelerates the clean energy transformation for all.”