Shine claims Genesis Energy account after three-way pitch

Shine has added an energy client to its ledger with the win of the Genesis Energy account. 

This comes after a three-way pitch, which is understood to have also included Clemenger Group (a combined effort between 99, JustOne and Colenso BBDO) and Federation.

“We were looking for a partner in our quest to re-imagine energy for our customers and put them first,” says Genesis acting head of public affairs Mark Watts. “After a thorough pitch process, Shine’s innovative and agile approach was a good fit for us. We are thankful to our previous partners, .99 and JustOne, for their work with us.”

The account will be a welcome addition to Shine, with Genesis ranking as one of the biggest spenders in the energy sector according to Nielsen’s figures.

The shift of the account follows on from a series of significant executive changes at Genesis Energy. Marc England, who took over the reins as chief executive at the start of 2016, appointed Englishman James Magill as executive general manager of product marketing in October last year.

As is often the case with changes in the marketing department, a review of the business ensued.

Over the last few years, Genesis Energy has worked with both 99 and JustOne, which won the account off Draft FCB (now FCB) back in 2012.   

The most recent integrated campaign launched by Genesis came via JustOne and celebrated the energy company’s partnership with Fly Buys.


Last year, 99 worked with Adshel to help Genesis launch its heated bus shelters campaign as part of its winter push.


And a year before that, Genesis launched its ‘Shine a light’ platform (also via 99), which was designed to draw attention to the good deeds New Zealanders do throughout the country.   


As of July this year, a market snapshot from the Electricity Authority shows that Genesis remains the biggest energy company in the country with over 515,000 customers, ahead Contact’s 426,000 and Mercury’s 395,000. 



About Author

Comments are closed.