The incumbent creative agency withdraws from the contest as AGL faces ongoing challenges from shareholders over its plan to demerge into two separate businesses.
AGL’s search for an advertising agency to shape its post-coal future suffered a setback after news the company’s split may be delayed, and as a contender withdraws from the bidding for the $100 million account.threw its hat in the ring for both the creative and media advertising accountsGreenpeace has warned it will go “full Greenpeace”, like it did with its 2021 “Greatest Liability” campaign, on AGL’s advertising agencies.
While it had been unclear how the process to find new advertising partners was proceeding, AGL had clarified the company was looking to appoint a creative and a media agency partner for AGL Australia, which it says will be carbon-neutral for all Scope 1 and 2 emissions upon listing and net zero by 2040. The coal power-focused Accel Energy is understood to not require consumer-facing advertising materials.
A decision on both advertising accounts was expected imminently; however, with the demerger stalling, it is likely AGL Energy will also delay its agency partner appointments.The shareholder vote needed 75 per cent approval, a hurdle that was made more difficult by Mike Cannon-Brookes’ purchase of an 11.3 per cent stake that he has pledged to vote against.
With the agency review process shaped around agencies working for the demerged retail arm AGL Australia, any advertising strategy built around that company, and it’s carbon-neutral status are irrelevant if the retail business remains tied to the coal arm.
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