Genesis Energy seems to have a penchant for agencies with numbers in their titles. Hot on the heels of .99 and justONE being appointed the power company’s advertising agency comes news direct marketing and digital agency Twenty has been awarded the Energy Online account – the challenger brand energy business of Genesis Energy.
The Energy Online brand was integrated into Genesis Energy in January 2011 to provide a low-cost alternative to the big energy companies and counter the rise of challengers in a market dominated by a small number of large incumbents.
Twenty director Simon Breed says challenger brands in the energy sector are becoming a “real force” and the trend is likely to build.
“Energy Online is already sitting on 65,000 customers, and we're looking forward to propelling that growth in the coming years.”
It’s a sentiment echoed by Twenty founding partner Hamish Travers, who says that although the Energy Online brand currently has a low profile, “it’s a big contender in the making”.
“...we’re looking forward to getting some great results to propel its growth over the next few years. We’ll make them famous, one customer at a time if necessary”.
Twenty’s appointment took affect immediately, and it has already overseen some “business as usual work”, but plans are afoot for a “complete brand refresh and review”, says Breed, including the brand’s digital presence.
“Our focus at the moment is to review the brand’s position in the market and try and create it’s own breathing space. It’s very much about positioning it in the market so it can compete against the other big guys.
“The name won’t probably change, but we will be looking at the whole brand proposition - the comms that fall out the back of that, the web platform – the whole thing.”
Energy Online business manager Brett Farrell says Twenty’s strategic insight and business acumen set them apart.
“Our RFP and pitch asked agencies to demonstrate how they would contribute to making Energy Online famous. Twenty’s response left us with no doubt that they would be the best partner to help us achieve the customer numbers we need, which is just what we were looking for.”
Breed believes 20 agencies were involved in the RFP, that number then whittled down to four in the final stage. The win adds to an impressive haul this year for the agency, who also snapped up other big account wins including the AA Insurance direct account, Liquorland's digital requirements and the Heart Foundation lottery business (extending our current Heart Foundation donor work).