Independent Georgia creative agency Tailfin has been named the creative and strategy agency of record for Georgia Natural Gas (GNG), the state’s leading natural gas provider for 25 years.
Tailfin will serve as AOR for strategy, messaging and creative execution, as well as drive development and rollout of new campaign creative to launch later this year.
“Even from our first interactions, it was evident that Tailfin gets us,” said Aimee Henderson, director of retail marketing and branding for Georgia Natural Gas. “Natural gas in Georgia is a unique industry, but Tailfin’s depth of experience helped them come up with insights that nailed our core brand challenges. Every facet of their organization, from strategy to creative, made us excited to partner with Tailfin to bring GNG to a new, modern era.”
The major account win is the agency’s first since appointing advertising veteran Alex Saiz as executive creative director earlier this year. Saiz will oversee Georgia Natural Gas as well as lead all of the agency’s creative efforts moving forward.
During his career, Saiz has been responsible for driving creative strategy and execution at agencies including Huge, R/GA, 360i, Moxie and Digitas for brands including Verizon, Chase, Accenture, Lenovo, The Home Depot, Xfinity, Brooks, Canon and Chevron.
“I’m so excited to help build the next phase of Tailfin as ecd, and proud to partner with one of Georgia’s most recognized brands in GNG,” said Alex Saiz. “I returned to Atlanta years ago, because I believe there is a fantastic ad scene here. I think Atlanta’s cultural backdrop — the diversity of people, music, film, and the sheer volume of businesses that call Atlanta home — rivals any market in the country.”
To land the contract, Tailfin dove into industry trends, competition and did some of its own user research to get a clear handle on how people really think about gas.
Discussing the creative direction moving forward with GNG, Greg Abel, founder of Tailfin told AgencySpy, “I think our approach is to be clear and direct—explain benefits and pricing in a way that makes sense rather than dress up our offering in cliches or cutesy campaigns. That directness is inherent in how GNG deals with customers. It’s clear they value what their customers need and what they think, so tapping into that is key. Being able to communicate innovative products that matter to customers—things like the Greener Life zero carbon footprint program—go a long way to creating lasting customer connections.”
While the financial details of the contract were not disclosed, Abel said that the GNG win returns Tailfin to its roots.
“We are a brand shop, but we are advertising people to the core, so having an energetic, advertising-focused brand as a client partner puts us in a position to do what we love to do—make great advertising.
Abel added that the win strengthens the agency’s connections to Atlanta and Georgia, since the client has a huge impact on the local economy.