Synergy’s efforts to position itself as a leading consumer brand following the break-up of state-government controlled Western Power in early 2006 has been applauded by the advertising industry in WA Business News’ annual branding survey.
Also viewed as relatively new brands that are having significant impact in the marketplace were Andrew Forrest’s Fortescue Metals Group, WA’s rugby team the Western Force, and drive-through coffee chain Muzz Buzz.
303 Group Pty Ltd took on the Synergy account two years ago, following three years working on Western Power’s advertising account.
WA Business News understands that 303 Group will continue to develop the energy retailer’s advertising after successfully securing the $1 million a year advertising contract that was put out to tender last February.
Marketforce Ltd general manager Carrick Robinson said Synergy had emerged as a strong brand.
“It has emerged out of a bureaucratic government brand into a consumer friendly, accessible looking brand and that is a massive achievement in the government arena” he said.
Marketforce and The Brand Agency Pty Ltd had pitched for the Synergy account earlier in the year.
Meanwhile, Fortescue Metals Group’s and the Western Force, appear to have capitalised on market exposure to their brands.
“Western Force came into the market at a good time and has generated a very positive following from the public,” one advertising executive said.
Like Gage Roads, drive-through coffee retailer Muzz Buzz has shown that developing a strong brand does not necessarily require a glitzy advertising campaign.
Mr Robinson said Muzz Buzz had developed its brand so it had a strong street presence with an instantly recognisable brand.
