Energy Australia has appointed Cummins&Partners as its lead creative agency following a pitch.
The creative business previously sat with Leo Burnett Sydney. The energy provider is also understood to be pitching its media business, but it's not known if Cummins is in the running for that side of the firm.
Former Vodafone CMO Kim Clarke joined Energy Australia as chief customer officer in July.
The business faces the challenge that the average consumer spends just 11 minutes a year thinking about their energy provider, according to its own research, and so it is looking to overhaul "every aspect of its business to better serve the customer".
She says: “EnergyAustralia was comprehensively revamped in 2015 with a new executive team, a new business structure and a renewed, sharper focus on the customer. We took a fresh look at each and every part of our business and that included testing Australia’s pool of creative agencies.
“That 11 minutes is precious so we will be pushing Cummins&Partners for an approach that is sharp, meaningful and compelling; one that makes it clear how EnergyAustralia stands apart from its peers. The quality of pitches we received was outstanding, there is some wonderful talent out there. Ultimately Cummins&Partners showed they understood our commitment to take the worry out of our customers’ lives, and they felt like a great fit with our team and the culture we are building at EnergyAustralia."
Cummins&Partners' chief executive officer Chris Jeffares said: “Throughout the pitch process EnergyAustralia demonstrated its drive to make customer its priority; it’s up to us to match that passion in how we apply ourselves and the campaigns that we develop. It is clear they are not satisfied with just matching the competition; EnergyAustralia is driven to excel. We are looking forward to being part of its successful transformation.”
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