Affinity to lead ActewAGL's marketing
Luke Brown: "We’re so passionate about being more than just ActewAGL’s ad agency."
Affinity has signed on to lead utility company ActewAGL's full-service marketing remit, working as an extension of its Canberra team.
The scope covers brand, product strategy, creative and campaign development, customer experience, martech, and digital.
Affinity said the win widens the business' positioning as a brand growth accelerator.
"We have ambitious targets in a sector with many opportunities and complex challenges to navigate, especially as we transition towards net zero emissions," Rachael Turner, ActewAGL's retail general manager, said.
"It’s great to be working with Affinity who are, even at this early stage, delivering impact. We’re excited about what we’ll achieve together.
"From the start of the pitch, Affinity provided a compelling and competitive proposition. The team showed they understood the opportunities to directly influence our commercials.
"They are combining data in interesting ways to get to new insights, and are working on new tools to inform media planning and buying. The team has given us a range of new ideas and insights to ensure the best possible outcomes through our marketing."
Earlier this month, Affinity repositioned to a growth accelerator, becoming the latest business to shirk the term 'agency'.
"Traditional agency structures or models can often struggle to accelerate business growth because either the agency doesn’t have influence over the entire customer experience, or the creative, media, digital, data, technology and CX are fragmented and disorganised," Luke Brown, CEO at Affinity, said.
"That’s why we’re so passionate about being more than just ActewAGL’s ad agency. We will be deeply embedded in the business and can use our breadth and depth of knowledge across MarTech, data, CX and brand creation to measurably impact ActewAGL’s growth.
"Throughout the pitch process it was clear that the ActewAGL team was driven to achieve measurable change and open to new ideas. We can’t wait to get started unlocking what the future looks like for them."
