AGL Energy subsidiary ActewAGL has named Affinity as its full-service marketing agency following a competitive market process.

The agency will now manage the energy provider's complete marketing function, working closely with the company's Canberra team. The scope of the partnership includes brand strategy, product strategy, creative and campaign development, customer experience, MarTech, and digital.

Affinity role is to accelerate ActewAGL's business growth by identifying the right opportunities and per Retail General Manager at ActewAGL, Rachael Turner, the agency has already started to deliver impact.

"We have ambitious targets in a sector with many opportunities and complex challenges to navigate, especially as we transition towards net zero emissions," she said. "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."

CEO at AFFINITY, Luke Brown, said traditional agency structures can often struggle to accelerate business growth due to fragmentation and disorganisation across creative, media, digital, data, technology and CX. "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," he said.

AFFINITY is an independent, full-service group comprising advisory, brand creation, CX & CRM, data & technology, and media.