$15m Aware Super media account lands at Atomic 212 after pitch

Aware Super has chosen Atomic 212 as its new media agency of record, Mumbrella understands, ending its relationship with Publicis agency Starcom.

The shift to the independent agency comes after chief marketing officer Gretchen Fox joined the brand in May this year, after an eight-month stint as interim director at Teach for Australia.

Aware Super’s first brand campaign in 2020

Prior to that role, Fox held senior marketing roles at health insurer Bupa, joining the brand in 2017, and before then at Origin Energy.

Aware Super and Atomic 212 both declined to comment on the move.

Fox and Atomic 212 have previously worked together, with Fox leading the insurer’s marketing output when it appointed the media agency in 2019 following a pitch, ending a three-year relationship with GroupM’s Mindshare.

Aware Super is currently ranked as the market’s second-largest super fund based on total assets, behind AustralianSuper. Its media spend is understood to be around $15 million annually.

This comes two years after the super fund rebranding from First State Super, with the change aimed at better reflecting why Aware Super is different from other funds.

With the incumbent losing out in the pitch, this comes shortly after the Publicis Groupe agency also saw its SEEK account out the door in a realignment to UM Australia last week. Publicis will however be buoyed by retaining its business with supermarket giant Aldi, reported this morning.

The win is the third in recent months for Atomic 212, recently bringing in Price Attack and Freedom Kitchens, after retaining its business with Origin Energy earlier this year. 


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