UM retains AGL with new multi-year contract extension

Media agency UM has secured a multi-year contract extension with Australian energy provider AGL Energy (AGL), further strengthening its strategic partnership.

Under the extended agreement, UM will continue as AGL’s media agency responsible for all strategy plus media, digital and traditional planning and buying, across AGL’s product portfolio.

Stevie Douglas-Neal, CEO of UM Australia, said the agency was proud to be continuing its work with one of Australia’s most respected energy providers whose strategy is to connect every Australian to a sustainable future and transition its energy portfolio, aligned closely with UM’s ethos: “We’re delighted to continue our partnership with AGL. Over the past eight years, we’ve worked in close alignment to drive growth.

“AGL sets the standard for what great clients look like – ambitious, collaborative, and focused on real business impact, and as we move into our next phase together, we’re ready to keep pushing boundaries and accelerate transformation. We look forward to continuing our partnership with AGL and its team.”

Says David Bland, CMO of AGL Energy: “We’ve built a strong partnership with UM grounded in trust, collaboration, and a shared focus on outcomes. We’re excited to extend the partnership and continue the momentum and see what we can achieve together next.”

This is the second time UM has retained the AGL account, previously in a competitive pitch in 2022, demonstrating the strength of its long-term partnership.

Under the agency’s stewardship, memorable campaigns have included increasing energy literacy within culturally and linguistically diverse audiences and the recent launch partnership for the Melbourne Metro Tunnel.

The contract extension is effective immediately.

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