Initiative appointed as media agency of EnergyAustralia


Initiative will support EnergyAustralia’s national media requirements, along with strategy and buying

Initiative has been appointed as the media agency of energy retailer and generator EnergyAustralia, following a competitive pitch.

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

Sam Geer, Initiative’s national managing director, said EnergyAustralia is the sort of client partner his team love working with: “a smart and ambitious market leader open to bold ideas that work at the juncture of media and creativity.”

Geer said: “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,” he added.

Geer continued: “Initiative is well-known for working with ambitious brands who create brave work in culture. We’re excited to forge a strong partnership that helps the brand fulfil its mission to extend its customer-base in Australia’s highly competitive energy market.”

Mark Brownfield, EnergyAustralia chief customer officer, 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,” he added.

Work commences immediately.

This comes after Initiative recently announced the appointment of Carolyn Maloney in the role of director, people and culture.

Maloney’s immediate remit is to create industry-leading people policies, engage, grow and retain the best talent across the agency plus partner with national head of employee experience, Elyse Foley, to develop and implement a new game-changing Employee Experience Program across the media agency.

See also: Initiative welcomes Carolyn Maloney as director, people and culture

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