Elders Insurance campaign targets small businesses looking for consistency

Elders Insurance, part of QBE Group, is pushing its local credentials and targeting small and medium businesses in its new campaign from The Core Agency.

The campaign focusses on the reliability and consistency of Elders’ service throughout the ups and downs of its clients’ businesses, and is centred on the brand’s message ‘Our way never gets old’.

The concept for the campaign was based on the brand’s  retention rate and the decades-long relationships between many customers and their agents.

Elders Insurance operates through owner-agents that live and work in their local communities, providing business insurance, farm insurance, personal insurance, plus fleet and commercial motor insurance.

Jon Skinner, founder and creative partner at The Core Agency, said: “The longstanding customer partnerships held by Elders Insurance Agents is evidence of their extraordinary customer service. Our latest work reassures business owners that whatever life throws at them, their local Elders Insurance agent will be there for them.”

Sara Foale, chief marketing officer at QBE, added: “There is no better expression of customer satisfaction than the tenure of their relationship with a brand. Our new campaign captures that truth in a fun way that communicates the Elders Insurance customer service difference.”

The Core Agency has held the creative account for Elders Insurance since 2018 and has worked with its parent company, QBE since 2013.

‘Our way never gets old’ was first launched two months after The Core Agency’s appointment, and like that campaign the new ads feature real stories and Elders Insurance agents.

The campaign will appear in 30 and 15-second TVCs as well as digital and social executions.


Client: Elders Insurance / QBE Group
Chief Marketing Officer: Sara Foale
Head of Marketing: David Hirsch
Marketing Manager: Yasi Phillips

Agency: The Core Agency
Creative Partner: Jon Skinner
Creative Partner: Christian Finucane
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Strategy Director: Andrew McCowan
Business Director: Rebecca Turner
Senior Account Manager: Joseph Rosslind
TV Producer: Bill Doig

Production Company: The Directors Group
Director / Editor: Hamish MacGregor
Producer: Craig Griffin
DP: Marcus Cropp
Art Director: Nikki Barba
PM/Locations: George Rubanov
Post Production: Edel, Felicity and Clare at Mr Fox
Audio & Music: Smith & Western
Stills Photographer: Nicole Reed


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