UM retains AGL Energy in multi-year contract extension

Melbourne media agency UM has retained energy provider AGL Energy (AGL) in a multi-year contract extension, continuing an eight-year partnership between the two companies, effective immediately.

Under the renewed deal, UM will remain responsible for all strategy, media, digital and traditional planning and buying across AGL's product portfolio.

It is the second time UM has retained the AGL account, having previously done so in a competitive pitch in 2022.

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The reaction

Stevie Douglas-Neal, CEO of UM Australia, said the agency was proud to continue its work with AGL.

"We're delighted to continue our partnership with AGL. Over the past eight years, we've worked in close alignment to drive growth," Douglas-Neal said.

"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."

David Bland, Chief Marketing Officer of AGL Energy, said the partnership was built on trust.

"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," Bland said.

Under UM's stewardship, campaigns for AGL have included initiatives to increase energy literacy within culturally and linguistically diverse audiences, as well as a launch partnership for the Melbourne Metro Tunnel.

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