Diamond Electric picks Type A as social media agency

Smart energy solutions provider, Diamond Energy Corporation has appointed Type A as its social media agency for its electricity retailing brand, Diamond Electric, with effect from May 2018.Following the appointment, Type A will be at the helm of strategic counsel and direction. This sees the agency piloting the creative execution for all content, including social customer care, media buying and monitoring of all Diamond Electric owned social channels in Singapore.According to Stephen Chng, chief retail officer of Diamond Electric, Type A impressed the brand with its creative and strategic approach that "looks set" to propel its social media presence."We believe that Type A’s experience and pedigree will complement Diamond Electric's marketing efforts as we look to expand our electricity retail brand, providing electricity to Singaporeans with a new, cost-effective alternate avenue for their homes and businesses," Chng said.Chng added that the brand will be offering "smart" devices that allows its customer to take better advantage of its demand side management (initiatives and technologies that encourage consumers to optimise their energy use) type offerings in the near future.Diamond Energy has worked to offer cost-saving services to large industrial consumers in Singapore since 2006, and intends to bring this experience to the residential and small business customers with the full launch of the Open Electricity Market according to Chng. These plans look to result in lower costs for the consumer while encouraging more efficient use of the energy resources in Singapore."We're thrilled to be partnering with Diamond Electric, and to align ourselves with the brand's unwavering push for innovation with equally compelling content to strengthen their social media presence across the market," Kristian Olsen, managing director of Type A, said.The move follows the recent authorisation of 14 retailers by the Energy Market Authority to offer electricity plans, which also allowed the retailers to start marketing their services in March, an ST report read. In April, the open electricity market was started. This gave 108,000 households and 9,500 businesses in Jurong the chance to buy electricity from a retailer of their choice.