Finance Marketing Summit: How AAMI became one of Australia’s most iconic brands

July 25, 2024 10:21

Marketing an insurance brand and making it interesting is no easy feat, but with creative storytelling and by building character arcs, AAMI has become one of Australia’s most beloved brands.

Opening the Mumbrella Finance Marketing Summit on Thursday morning, Suncorp Group’s executive general manager of brand and customer experience, Mim Haysom, explored how, through iconic characters like Rhonda and Ketut, AAMI has differentiated itself greatly, driving customer engagement and growth.

“When we look back and reflect on all of [AAMI’s] campaigns, there is one thing they all have in common. And that is that they’re all about great stories,” she told the packed room.

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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.