F.Y.I.

CumminsRoss retains CGU advertising services contract

CGU Insurance has re-appointed CumminsRoss for its creative services following a competitive pitch process.

The announcement:

CGU Insurance is pleased to announce it has re-appointed CumminsRoss for its creative services, following a competitive pitch process.

Chris Jackson, National Manager, CGU Brand & Corporate Communications said: “We are delighted to continue our relationship with CumminsRoss. The competitive pitch process saw some impressive creative work from Melbourne’s leading agencies. The breadth of talent in the marketplace is inspiring and this made our decision a difficult one.

“CGU is planning to re-invest in its brand through an above-the-line campaign in 2014. As a result, we felt this was an appropriate time to review our advertising creative partner.

“CumminsRoss delivered a compelling translation of our brand positioning which we are confident will resonate strongly with our customers, partners and our people.”

Sean Cummins, Chief Executive Officer, CumminsRoss said: “This is the first time we’ve had a chance to work with a company who has created a platform built from the ground up, so every agency was starting from scratch and we feel fortunate we got over the line.

“With the calibre of agencies we were up against, at no time did we feel like a sure thing. But we’ve created a campaign that we hope will be one that lasts many many years and we’re very proud of it. We look forward to starting afresh with CGU.”

CGU Insurance has been a client of the agency since its inception in 2011. Mr Cummins was the creative force behind the iconic CGU campaign Bill the Alpaca Breeder while at Cummins & Partners.

In recent years CGU has focused on improving underlying business performance through a number of investments and changes, including a move to a new operating model. CGU delivered strong financial results for its parent company IAG in 2013.

Source: CGU media release

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