Alinta Energy appoints Avenue C as new media agency following a competitive pitch

Alinta Energy has appointed Avenue C as its media planning and buying agency, following a national competitive pitch process.

The appointment is central to Alinta Energy’s ambition to build sustainable growth for the brand across Australia.

Says Alinta Energy GM of Brand and Marketing, Babi Kahveci: “We are delighted to announce that we will be working with Avenue C, who 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.”

Says Fiona Johnston, dentsu Australia CEO media, client counsel + commercial: “We have enjoyed nine great years with Alinta, and as a client with such ambition and care, we are 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.”

On being awarded the assignment, Avenue C’s Managing Partner, Will Chapman says: “We are thrilled to be partnering with Alinta Energy, a leading brand in the energy market with exciting plans for further growth and a commitment to renewable, reliable and affordable energy solutions. We are looking forward to growing the Alinta Energy brand in Australia.”

The review was managed by Madclarity.

Says Madclarity Partner and Chairman, Eric Faulkner: “It was a real pleasure to work with the Alinta Energy team. The team was based across three markets, but it always felt like we were in exactly the same room. Open, responsive, engaged and with truckloads of integrity. It was never a struggle to determine their needs. As a result all the agencies produced excellent responses, but Avenue C was next level. I’m sure they will work brilliantly together.”