POSITIVE SPIN IN 'POSITIVE ENERGY'
You can guess an election is coming when the federal government starts spending a lot of money telling us what a great job it is doing in the name of 'public information'.
With the government also at pains to show its green credentials ahead of COP26 climate talks in Glasgow, and leave behind the furore over allowing the renewable energy agency, ARENA, to fund fossil fuels, the 'Positive Energy' campaign makes even more sense - at least politically.
The campaign was launched by Minister for Emissions Reduction, Angus Taylor, and comprised a press release, a campaign microsite, and ads across TV, out of home, cinema, press, radio and digital.
So who produced this campaign?
Here's the list of agencies that are providing advertising services for the Department of Industry, Science, Energy and Resources this year, according to tenders.gov.au. The value of these tenders alone is over $20 million.
- MEDIABRANDS AUSTRALIA PTY LTD
- Embrace Society
- Cox Inall Ridgeway Pty Ltd
- Horizon Communication Group Pty Limited
- The Monkeys Pty Ltd
- IPSOS PUBLIC AFFAIRS PTY LTD
And here are the agencies that are approved to work on federal government campaigns above $500k
- 33 Creative
- Carbon Creative
- Clemenger BBDO (Melbourne)
- Cox Inall Change
- Cox Inall Ridgeway
- Cultural Perspectives
- Embrace Society
- Fenton Strategic Communications
- Fifty-Five Five
- Horizon Communication Group
- Ipsos Public Affairs
- Kantar Public Australia
- Ogilvy Australia
- ORIMA Research
- TBWA Melbourne
- The Monkeys
- Think HQ
- Whereto Research Based Consulting
I've looked at the websites of all these companies and none have the Department of Industry, Science, Energy and Resources listed as a client and none mention the Positive Energy campaign.
The reluctance is probably not surprising, given the similarity of the campaign to Origin Energy's 'Good Energy', created by TBWA Melbourne in 2018. That campaign was the subject of a complaint to Ad Standards.
The Positive Energy website is also the subject of a complaint to Ad Standards by Comms Declare.