Aussies love insurance ads but can’t name the brands: TRA research

July 15, 2025 10:23

Brand marketers in the insurance category are winning over Australians with emotional storytelling and humour, but new research reveals that brand attribution continues to be a key challenge.

This is according to a recent study from research agency TRA, which asked over 1,000 Australians to name their favourite ad from the last 12 months.

Allianz’s recent repositioning, ‘Care You Can Count On’, topped the list, with nearly half of respondents able to vividly describe the ad. However, they were not able to name the brand behind it.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.