AGL needed to step in front of a changing energy market. It wanted one brand platform that linked its lower-carbon shift to real customer benefits and worked across customers, employees, communities and investors. The aim was a more distinctive, likeable AGL.
BRX invited Australians to ‘Join the change’. The platform gave AGL one clear voice across every audience. The brand platform has successfully run since 2023, lifting AGL to category beating brand scores, while driving retail performance. It was designed to have strong ownable brand assets that helped establish the positioning in consumers' minds and have the extensibility to support high-performing work in every channel.
AGL beats the category
with Brand Platform Join the change
