EXCLUSIVE: Insignia Financial appoints new agency roster for MLC
Insignia Financial Group has named Kaimera and 72andSunny as the new media and creative agencies of record for superannuation brand MLC, Mumbrella can reveal.
The owners of MLC commenced a review of the brands agency roster in the second half of 2023, with both appointments the result of competitive pitch processes led by Trinity P3.
In a significant win for the independent media agency, Kaimera will head up media strategy, planning and implementation for the superannuation brand. The account is understood to be worth around $7-8 million.
As MLC’s creative agency of record, 72andSunnny will be charged with developing the brand’s new strategic and creative direction.
It will be the first creative agency to partner with the brand since it became part of Insignia Financial Group three years ago.
Kari Arnison, general manager, marketing strategy and execution, consumer markets, Insignia Financial Group
Kari Arnison, the group’s general manager of marketing strategy and execution for consumer markets, said partnering with Kaimera is “a pivotal step for the MLC brand as we aim to redefine our media presence and engagement.”
“Their people, data centric approach and deep comprehension of our sector resonated with us throughout the pitch process. We are confident that Kaimera’s dynamic strategy will support our initiatives and ambition to provide financial wellbeing for all Australians.”
Of 72andSunny’s appointment, she said the agency’s “clear understanding of our business needs combined with their cultural nous made” made it the right fit.
“Every step of the pitch process with 72andSunny felt collaborative and enjoyable, and we look forward to repositioning the MLC brand with them as new members of our wider team.”
Nick Behr, founder and CEO, Kaimera
Commenting on the win, Kaimera founder and CEO, Nick Behr, said: “Our partnership with MLC marks an exciting milestone in our journey. The shared vision and enthusiasm of our teams in Sydney and Melbourne are the driving force behind the innovative strategies we’re crafting for MLC’s next campaign.”
72andSunny ANZ CEO, Ross Berthinussen, added: “It’s an exciting time in MLC’s 130 year journey as they look to transform. We can’t wait to partner with them to redefine the MLC brand for a new generation of Australians.”
Ross Berthinussen, CEO, 72andSunny ANZ
The former investment arm of the National Australia Bank (NAB), MLC was sold to Insignia Financial Group (then IOOF) in 2021.
Insignia Financial Group has since operated the MLC superannuation business, splitting off the insurance brand MLC Life, which the company licenses to to Japanese insurance company, Nippon Life, in the Australian market.
Prior to the sale, Clemenger BBDO created a campaign for the MLC Life brand as part of the agency’s broader creative remit with NAB at the time.
There have been no major campaigns launched by the MLC superannuation or MLC Life businesses in the years since. However, Mumbrella understands work may be expected to launch later in the year from the MLC Life business, which appointed indie creative shop Richards Rose as agency of record in 2022.
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