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Industry Superfund NGS Super appoints Edge

Edge has announced it has won the creative and media accounts for NGS Super – part of the Industry Superfunds network which largely caters to non-government teachers, school staff, aged-care workers, customer-owned bank employees and other community workers.

Acting head of communications for NGS Super, Andrew Murrell, said Edge’s full-service model would work well for the brand.

Financial services industry going through ‘interesting times’: NGS Super 

“We started looking for a creative comms partner and content agency. It was clear once we’d met Edge’s team and seen their work that their full-service model would work well,” he said. “It’s interesting times in financial services and it’s important that we have a partner who can think big but act small and agile.”

The initial task for Edge is to develop the brand strategy and creative and then roll out communications through a mix of digital media, customer experience, content and social work. Mumbrella has sought more information from Edge about the extent of its ‘media’ relationship with the brand.

Fergus Stoddart, commercial director at Edge, said the appointment was well timed.

“NGS Super is a brand with a lot of energy and momentum at the moment and we are very happy to be their partner. NGS Super has just been recognised as one of the top 10 super performers so the communications strategy will be backed up by a very strong product,” he said.

Edge’s executive planning director, Richard Parker, flagged the difficulties the sector faces in its communications efforts.

“Human instinct is to value what we have now over what we may have in the future, and getting people to think about their super fights against this fundamental instinct,” he said. “Making super seem more relevant to people in the present is a great challenge to have, so we’re looking forward to helping NGS Super continually evolve their comms and customer experience to remain relevant to their customers.”

Edge also has commercial relationships with the Suncorp Group, Westpac and MLC Life Insurance.

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