AMP Capital ditches retainer model following pitch, appoints Apparent on a project basis

Amp-capital-logoAMP Capital has decided not to appoint a creative agency on retainer following a pitch process, engaging digital and direct communications agency Apparent to work on upcoming campaigns on a project-by-project basis, Mumbrella can reveal.

A spokesperson for AMP Capital told Mumbrella: “AMP Capital, the funds management arm of AMP, has decided not to appoint a creative agency on retainer. Instead, we will use agencies on a project-by-project basis and have recently engaged Apparent to work on our upcoming campaigns.”

The account was put up for pitch at the end of last year, with incumbent Banjo Advertising not involved in the pitch.

The pitch was only specific to AMP Capital and did not include AMP Financial Services, AMP SMSF Solutions and AMP Capital Shopping Centres. These aspects of the AMP account  remain with Banjo.

Apparent clients include Google, NSW Health, QBE and UBank.

Miranda Ward


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