AFFINITY has expanded its remit with ActewAGL after it was appointed to oversee the utility company’s marketing account last year.
The independent agency will oversee brand and marketing strategy, creative, as well as all aspects of media planning and buying for ActewAGL.
AFFINITY’s appointment as an integrated growth partner, embedding deeply with ActewAGL’s Canberra-based retail team. The agency has already made enhancements in media strategy delivering measurable performance gains within weeks of appointment.
“AFFINITY quickly demonstrated that integrating media with the broader marketing function could immediately impact our business performance,” Tony Muckle, Group Manager Brand, Marketing and Customer Channels at ActewAGL, said.
“The team has brought an effectiveness lens coupled with data-driven insights to our media investment, helping us achieve more with less, right from the start. They’ve already delivered a range of firsts for us and we’re excited about the continued potential of this integrated approach.”
AFFINITY CEO Luke Brown said: “The extension of our partnership into media planning and buying is testament to our full-funnel, fully accountable approach. Fragmentation is the enemy of growth, and by handling every aspect of marketing, including media, we ensure every dollar invested by ActewAGL drives maximum impact.
‘It’s rewarding to see tangible results flowing through already, and we’re just getting started.”
The broadened partnership positions AFFINITY as a true extension of ActewAGL’s internal team, delivering integrated solutions designed to accelerate customer and commercial outcomes in a highly competitive energy market.
Earlier this year, AFFINITY promoted Pete Mountford to the role of creative lead, he has led creative work for major brands such as Telstra, ANZ, Google, and McDonald’s. His work has been recognised at top-tier shows, including the Webbys, Caples, ADMA, and AWARD.