Babi Kahveci.
Alinta Energy has appointed Avenue C as its media planning and buying agency, following a national competitive pitch process.
The incumbent was dentsu-owned agency Carat.
Alinta Energy's GM of brand and marketing, Babi Kahveci, said Avenue C demonstrated a real depth of understanding of the Alinta Energy business, were a great team to work with, and brought strong media and strategic thinking to the table.
"At the same time, we're grateful for the valued nine-year relationship with Carat. We thank the team for their dedication and the strong outcomes we achieved together during this time," said Kahveci.
dentsu Australia CEO media, client counsel + commercial, Fiona Johnston, said the agency has enjoyed nine great years with Alinta, and as a client with such ambition and care, it is sorry to see them go.
"We appreciate their decision to base their agency arrangements from the east coast and wish them and the new agency all the very best. We will be here as they both need," she said.
Avenue C's managing partner, Will Chapman said the agency is thrilled to be partnering with Alinta Energy.
We are looking forward to growing the Alinta Energy brand in Australia," he said.
The review was managed by Madclarity.
Madclarity partner and chairman, Eric Faulkner, said all the agencies produced excellent responses, but Avenue C was next level.
"I’m sure they will work brilliantly together," he said.
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