CHE Proximity has been appointed as lead creative agency for natural gas and electricity distributor Jemena.
The account was previously held by BWM Dentsu, which lost the account following a competitive pitch process that saw four of the 19 responding agencies invited to pitch.
CHE Proximity is now tasked with re-launching the brand in the NSW market, to its 1.4 million customers, across its customer and digital experience.
Jemena marketing and customer communications manager Nicholas Avram said it was impressed by CHE Proximity.
“Not only did CHE Proximity address our strategic and creative requirements, the high calibre CHE Proximity team presented a well-balanced, integrated, end to end response, also challenging the brief appropriately with evidence based insights,” Avram says.
Jemena is headquartered in Melbourne, whose parent company SGSPAA is jointly owned by State Grid Corporation of China and Singapore Power.
CHE Proximity CEO Chris Howatson added that Jemena, which is an $11 billion company, values creativity.
“The pitch process was a very positive one where they shared their commercial challenges and welcomed all agencies to push the boundaries,” Howatson says.
The first work by the agency for the brand will launch in April.
CHE Proximity also holds the creative for AGL, an energy and gas retailer and released its first work last year. It also has Australian Gas Networks, a gas distributor, out of its Melbourne office.
Despite AGL taking Jemena to court in 2017 - and the firms being in the same category, it’s thought there is no conflict of interest as they work together - as distributor and retailer.
The win for the agency comes as it bolsters its creative leadership team.
Yesterday, it named Marcel ECD Wes Hawes and Clemenger Sydney ECD Helen James as new team members, with CHE group creative director Glen Dickson promoted to to ECD in Melbourne.
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