1st Energy appoints Habitat M following a competitive pitch

Independent media agency Habitat M has been appointed by 1st Energy as its media strategy and performance marketing partner, following a competitive multi-agency pitch.

The appointment brings together two businesses with a shared challenger mindset. In an increasingly competitive energy market, 1st Energy has engaged Habitat M to help build a more distinctive market position, grow brand awareness and convert that momentum into measurable customer acquisition.

Habitat M was selected for the strategic clarity of its pitch and its ability to bring brand-building and performance together in a single growth agenda. The agency will work with 1st Energy across media strategy, planning, buying, performance marketing, campaign management and measurement, with senior agency leadership involved throughout the partnership.

The strategy is designed to help 1st Energy compete more effectively in a crowded market: sharpening how the brand shows up, reaching prospective customers at the moments that matter, and continually improving the effectiveness of investment against commercial outcomes. It recognises that sustainable growth requires both a brand that earns attention and a performance engine that converts demand.

For Habitat M, the appointment builds on its focus on challenger businesses that need to compete intelligently against larger, more established rivals. The agency’s approach combines tightly defined positioning, effective media execution and ongoing optimisation to help clients build awareness, create differentiation and grow with discipline.

Says Sam Brownbill (left), Co-Founder of Habitat M: “Having a challenger mindset ourselves meant we immediately understood the direction 1st Energy wants to take and the growth it is determined to achieve. Our pitch was grounded in a clear strategy: building a more distinctive brand while turning that momentum into measurable customer acquisition. We’re delighted to now have the opportunity to deliver it as 1st Energy’s agency partner. Welcoming 1st Energy into the Habitat M portfolio is an exciting step for our business and our continued mission to Make Businesses Better through experienced thinking, disciplined planning and strategy, and a relentless focus on delivering meaningful business outcomes.”

Says Ionie Treacy, Head of Sales & Marketing at 1st Energy: “We selected Habitat M because they understood both where the business is today and where we want to take it. They brought a clear view of how brand and performance need to work together, with senior people directly involved and a strong focus on measurable customer growth. This is an important period for our business, and we wanted a partner on a similar trajectory – one that would go above and beyond to deliver commercially.”

Says David Ross (right), Co-Founder, Habitat M: “Echoing Sam’s words, 1st Energy is exactly the kind of ambitious business we created Habitat M to partner with – established, growing and determined to challenge the category. This win is an important milestone for our agency and a strong endorsement of what clients value from an indie agency: direct access to senior talent, sharper thinking and genuine accountability for growth.”

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