Simply Energy Appoints HERO for Creatives Services
Leading Australian energy retailer Simply Energy has appointed independent agency HERO as its new integrated creative agency partner following a competitive pitch. HERO will now be responsible for Simply Energy’s creative and strategy for brand, customer acquisition and customer marketing.
Penny Maher, Simply Energy general manager marketing and digital experience said, “We were looking for a full service agency who could deliver across our entire suite of integrated creative and comms requirements, to communicate the next evolution of Simply Energy in this new sustainability-led energy world. HERO presented a compelling strategy to grow our customer base while retaining those we already have, and continuing to demonstrate the sustainability and value we are known for. We are excited by the creative performance marketing capabilities HERO can now bring to Simply Energy.”
Simply Energy is backed by ENGIE, one of the largest independent power producers in the world and a global leader in the transition to net zero.
Ben Lilley, owner and creative chairman of HERO said, “We couldn’t be more thrilled and honoured to be partnering with Simply Energy and ENGIE in this vital next stage of their brand and business transformation. It’s an interesting and exciting time for the energy sector, and we’re looking forward to turning the brand into a hero for Australians looking for a great value and sustainable energy retailer.”
HERO head of strategy Tallon Mason-Kaine said, “Now more than ever cost of living and sustainability are increasingly at the forefront of people’s minds. People want brands they can trust are doing good for the environment, but also need to pay their bills at the end of the day. We’re looking forward to helping Simply Energy continue to deliver both value and sustainability to its customers.”
HERO’s appointment comes on the back of a number of high profile campaign launches for the agency this year, including Toyota GR Corolla, Maybelline New York, Mastercard Australian Open and Calbee Harvest Snaps. Tallon added, “We’re excited to be able to now help Simply Energy unleash its creative potential on the Australian energy market.”
LBB's Casey Martin spoke to Tallon on the partnership and what HERO and Simply Energy plan to address the cost of living crisis and what the future holds creatively.
"The one thing that I really appreciated from the very start of the process was the client's openness, their spirit of collaboration, their sense of humour, and the fact that they are incredibly humble people to work with. From the get-go, we approached it in a very similar kind of open and honest way. We're looking forward to creating a longtime relationship with them and I think we've got the beginnings of a quite beautiful partnership"
"Simply Energy exists in a really exciting place in the energy market. There are obviously some fairly pronounced market leaders and I think that at the moment, a lot of those players are saying kind of the same thing. Simply Energy has a very clear purpose just to make energy simpler and less complex for people. It feels memorable and it speaks to people in a meaningful way. Telling their story is the exciting opportunity for us."
"When you look at the market and when you look at consumer research, people think that sustainability and affordable energy don't go hand in hand and that they are, in some ways mutually exclusive. This has been reinforced by so many things. It's reinforced by politics, by government and by policy. People assume that those two things can't go hand in hand. There's a fear that rising energy prices and the cost to the environment will continue to rise with nowhere to go. Simply Energy, however, believes that you can find the balance between those two things, sustainability and value for money. This is the very much at the heart of where we want to take the brand into the future."
