Exclusive: AGL tells Australians ‘the world is changing, and so are we’ in first work after failed demerger
2022 was dominated by a publicly failed demerger attempt for AGL Energy, which set a turbulent backdrop for its media and creative pitches. Now, the energy provider has launched a new brand platform, positioning the company as leading the charge to decarbonisation.
The nation’s biggest carbon emitter, AGL opted to remain with UM Australia last year while appointing Big Red as its creative partner, with this now being the first work released with the pair.
The campaign, ‘Join the Change’, invites Australians to be part of AGL’s “positive momentum” as it looks to evolve its products and services to “support customers on their sustainability journey and continues its significant investment in renewable energy”.
The company’s chief customer officer, Jo Egan said the new brand platform encapsulates change within both AGL and the energy industry more generally.
“We are thrilled to launch our new brand platform and invite everyone to Join the Change with AGL. As the industry changes, AGL is playing a leading role as we implement our new strategy to accelerate the decarbonisation of our customer and generation portfolios.”
“Join the Change invites all our different stakeholder groups, customers, investors, communities, and our employees to be part of the change as we move to a low-carbon future. It is designed to showcase AGL’s wide array of products and services, our large renewable and firming asset generation portfolio and the various ways we are supporting our customers on Australia’s sustainability journey.”
AGL’s CCO, Jo Egan
Last week, the company received a boost as superannuation fund, Hesta removed it from its ‘climate watchlist’, a list of companies it looked to divest from.
The fund, which is home to over $68 billion in assets said: “We currently believe the approach AGL and its management team have outlined to shareholders more appropriately balances risks, returns, and decarbonisation”.
AGL also recently launched a new website, Electrify Now, aimed at providing its customers with tips and recommendations for carbon and financial savings.
The shift toward a cleaner future follows the public takeover attempt at AGL, with major shareholder, Mike Cannon-Brookes blocking plans to split the business.
The events led to a shakeup in the company’s leadership and board, with a new chief executive, Damien Nicks being appointed. Both the chairman, Peter Botten, and CEO, Graeme Hunt resigned from the business.
The company then posted a half-year loss of $1 billion in February this year, prompting market doubts about the company’s ability to shift to cleaner solutions effectively.
Egan continued: “AGL and our customers understand that the energy transition is of global importance and requires unity from government, industry and communities in working together for positive change. For our customers, this campaign speaks to how they can play their part in making their home or business more sustainable, whether with better management of energy usage, installation of solar and batteries or signing up for our electric vehicle subscription.
“In launching Join the Change, we are not only highlighting the changes happening within AGL as we accelerate our decarbonisation strategy but inviting everyone to be part of this exciting journey to a more sustainable future.”
Last year, following the release of the 2022 ‘F-List’, a UM spokesperson told Mumbrella: “AGL has a very clear plan in place working with its stakeholders to shape a sustainable energy future for Australia. This includes a net zero emissions target date, the bringing forward of the closure of AGL’s coal operations, and the fact they have the largest renewables and storage portfolio of any ASX-listed company, having invested $4.8 billion over two decades in renewable and firming generation. As an agency, UM is committed to supporting that mission and is very proud of its work to help our clients futureproof themselves for a sustainable future.”
The AANA is currently undertaking a review of its Environmental Claims Code, with CEO Josh Faulks telling Mumbrella in February it comes a time of shifting community expectations.
The campaign’s rollout includes several TV spots, accompanied by OOH, online and social media assets.
The initial campaign includes a series of TV commercials, which will be accompanied by out-of-home and online advertisements, as well as leveraged through social media.
AGL’s most recent brand campaign, ‘More than Energy’ came out in 2021 via CHEP Network.
AGL’s share price currently sits at $8.05 as of 31 March, and has a market capitalisation of $5.42 billion.
Credits:
Client: AGL Energy
Creative: Big Red
Media: UM Australia
Got a tip?
Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
Linkedin
We had this story from AGL 5 years ago and they have made bugger all progress decarbonising since then.
It’s a case of fool me once….
User ID not verified.
You realise that no one cares except Mumbrella that this is exclusive? Sure brand it as such, but in the headline?! C’mon, grow up.
User ID not verified.
Is the call centre ‘joining the change’ also?
User ID not verified.
this is an ad you play when you have absolutely nothing to say.
User ID not verified.
We’ll have one of those BHP ads please
User ID not verified.
In 2022, AGL still spent more capex on thermal coal, than renewables.
They may be moving, but how fast and in what direction?
User ID not verified.
Have your say