GroupM agency Mindshare has landed the lucrative Origin Energy media account following a successful pitch.

A spokesperson for Origin confirmed to B&T this morning that “Mindshare has been appointed as Origin’s media agency”.

The account, reported to be worth in excess of $30 million, was previously held by incumbent UM, who  decided not to participate in the tender this time around.

Earlier this month, Mindshare Sydney imported Canadian Sarah Musgrave to fill the role vacated by the agency’s new CEO Katie Rigg-Smith.

In May, Origin launched a new brand campaign which sought to engage apathetic consumers with chocolates, bite-sized stories and social media.