6 minute read

AGL updates its brand for the future

Richard Clifton-Smith
24 April 2017

After announcing our new strategic roadmap in 2015, we're excited to launch our new AGL brand. Our brand refresh campaign demonstrates how we're transforming as a company to reflect Australia's changing expectations of the way energy is produced and used.

As our Managing Director & CEO Andy Vesey explained: “The reality is we are moving to a carbon-constrained future and customers have higher expectations due to improvements in technology. AGL has a long history of innovation as Australia’s second-oldest company – we need to continue to adapt to meet our customers’ needs. We are in a unique position as Australia’s largest ASX listed owner, operator and developer of renewable energy but also the largest emitter of carbon – we recognise we need to show how we are assisting with the energy transition.”

Our brand campaign includes a TV ad which talks about our plans to transition from coal and our ongoing commitment to investing in renewable energy.

Mr Vesey added: “In 2015 we set a deadline to be out of coal by 2050 because an orderly closure of coal is needed to deliver energy security, reduce price spikes for customers and ensure the lights stay on tomorrow, and into the future, as we transition to a higher penetration of renewables.”

“We also know our customers are looking for better choice and control over their energy usage and costs and they want to deal with us online, particularly on their mobiles.  Our logo has been updated for a digital world and aligns to our broader $300 million Customer Experience Transformation program,” said Mr Vesey.

AGL will be rolling out its brand refresh progressively over the next 12 to 18 months. Other elements of the campaign include newspaper and digital advertising.

To learn more about our plan for the future, visit the AGL web site at: www.agl.com.au/theplan