Leo Burnett Sydney wins APIA’s creative account

Leo Burnett Sydney has won the creative account for APIA, Suncorp Group’s insurance brand targeted at people over 50, Mumbrella can reveal.

The win for Publicis Groupe’s Leo Burnett comes four months after APIA put its creative account out to pitch and ended its relationship with incumbent agency DDB Melbourne.

APIA is an insurance company for people aged over 50

The account has come into play following Suncorp Group’s new consolidation strategy, which saw the brand review its roster of agencies.

Melinda Geertz, CEO at Leo Burnett, said the agency is excited to solve business challenges with creativity.

“The team are absolutely thrilled to be working on APIA. I know we are going to collectively deliver some great work for the brand and the broader Suncorp business.”

APIA’s creative account follows the appointment of Mim Haysom, who joined Suncorp as its executive general manager of brand and marketing in May.

Prior to joining Suncorp, Haysom was the general manager at M&C Saatchi.

On Leo Burnett Sydney’s appointment to the APIA account, Haysom said: “We’re thrilled to extend our partnership with Leo Burnett and have them come on board to support our APIA brand.

“Leo Burnett offers a wealth of experience and capabilities, which has been proven with their support for the Suncorp brand. Their creativity will play a critical role in helping us achieve our brand strategy for APIA which focuses on meeting the needs of our customers in the over 50s market.”

The win comes one month after Suncorp handed OMD its master media account.

Just last year, Publicis created a bespoke model to service the Suncorp account and reposition the group’s brand.

Mumbrella understands no other changes to the roster have been made.

Publicis’ Leo Burnett Sydney works on GIO, while WPP’s Ogilvy Melbourne is the creative agency of record for AAMI. Suncorp’s Bingle brand is managed internally by Suncorp.


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