Energy retailer ActewAGL has expanded its marketing partnership with Sydney agency Affinity to include media planning and buying.
Affinity won the marketing account last year and has now been appointed to handle media duties after a competitive pitch.
The agency will manage brand and marketing strategy, creative and media planning and buying for the Canberra-based energy company.
"Affinity quickly demonstrated that integrating media with the broader marketing function could immediately impact our business performance," said Tony Muckle, group manager brand, marketing and customer channels at ActewAGL.
Muckle said the agency has brought data-driven insights to media investment, helping ActewAGL "achieve more with less".
"The team has brought an effectiveness lens coupled with data-driven insights to our media investment, helping us achieve more with less, right from the start," Muckle said.
Affinity chief executive Luke Brown said the extension into media planning and buying reflects the agency's approach to handling all marketing functions.
"Fragmentation is the enemy of growth, and by handling every aspect of marketing, including media, we ensure every dollar invested by ActewAGL drives maximum impact," Brown said.
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