EnergyAustralia has this week launched a new brand positioning campaign created by Cummins&Partners, committing to 'Light the Way' towards a better energy future for all Australians.

Says Kim Clarke, chief customer officer, EnergyAustralia: "Affordable and sustainable energy is one of the biggest challenges we face as a society. We're committing to stepping forward and leading the industry and working with our customers towards better energy use."



The new brand positioning was launched with an open letter to all Australians from EnergyAustralia's managing director, Catherine Tanna. This outlines EnergyAustralia's responsibility and commitment to lead change in the way it generates and delivers energy to households and businesses (big and small), and the company's plans to address the challenge of providing reliable, affordable and clean energy for all Australians.

The campaign launches with a 60-second TVC, which showcases the power of human ingenuity to create a better energy future. The creative will be rolled out nationally  across TV, print, outdoor, digital, social, and throughout the whole customer experience.

Says Chris Jeffares, CEO, Cummins&Partners: "From the beginning we were very focused on tackling the industry's most critical challenge. In tackling such a problem, the collaboration of the EnergyAustralia and C&P teams was simply outstanding, as we undertook the re-articulation of the brand and purpose."

Says Jim Ingram, executive creative director, Cummins&Partners: "The creative centres around the idea that the power of ideas is the most exciting energy source there is. Australia's present energy solutions and technologies have served us well, but to create a better future for all of us, we urgently need new ideas that reimagine how we generate, deliver and use energy. So EnergyAustralia is stepping up to Light the Way."