UM retains AGL in multi-year media extension

UM Australia has retained AGL Energy, securing a multi-year extension to its longstanding media partnership with the energy provider.

Under the extended agreement, UM will continue as AGL’s media agency across strategy, media, digital and traditional planning and buying, covering AGL’s product portfolio.

The extension continues an eight-year relationship between the two businesses and follows UM’s previous retention of the account in a competitive pitch in 2022.

Stevie Douglas-Neal, CEO of UM Australia, said the agency was proud to continue working with AGL.

“We’re delighted to continue our partnership with AGL. Over the past eight years, we’ve worked in close alignment to drive growth,” Douglas-Neal said.

“AGL sets the standard for what great clients look like - ambitious, collaborative, and focused on real business impact, and as we move into our next phase together, we’re ready to keep pushing boundaries and accelerate transformation. We look forward to continuing our partnership with AGL and its team.”

David Bland, CMO of AGL Energy, said the partnership was built on trust, collaboration and shared outcomes.

“We’ve built a strong partnership with UM grounded in trust, collaboration, and a shared focus on outcomes,” Bland said.

“We’re excited to extend the partnership and continue the momentum and see what we can achieve together next.”

UM said its work with AGL has included campaigns focused on increasing energy literacy among culturally and linguistically diverse audiences, as well as the recent launch partnership for the Melbourne Metro Tunnel.