Accenture Song pinches NRMA Insurance creative from Bear Meets Eagle on Fire
IAG’s NRMA Insurance has appointed Accenture Song to its creative account, with plans to transform its end-to-end experiences for customers, to make insurance easier for Aussies to understand and engage with.
Taking advantage of Accenture Song’s integrated, cross-discipline model across marketing, customer experience, digital, design and communication, NRMA Insurance plans to amplify its services, experiences and communications for customers.
The agency’s remit will also include all of NRMA Insurance’s creative work, previously held by indie creative shop Bear Meets Eagle on Fire (BMEOF).
IAG confirmed with Mumbrella that BMEOF will continue to work on it’s ROLLiN’ brand.
The incumbent on NRMA Insurance’s customer experience and personalisation account is CHEP Network.
Accenture Song’s global and local teams will support NRMA Insurance in the transformation, educating Australians on their risks and improving their claims experiences.
“Since I stepped into this role three years ago, our customers and our business have faced challenges from the effects of severe weather and more broadly with societal changes driven by technology and evolving customer expectations. As we enter our 100th year, now is the time for us to reflect and reshape our business for the future, knowing our customers will need our help more than ever before,” said Julie Batch, CEO of NRMA Insurance.
“We set out to create a model that draws on our people, experience, and direct learnings from our customers, combined with new technology, to deeply connect with and support our customers with world-class experiences at every touchpoint.
“With Accenture Song we have established a unique partnership, working with their leading Australian talent here and abroad. This model enables us to bring the best global thinking and solutions back to Australia while leveraging their Australian roots and connection to the NRMA Insurance brand.”
Michelle Klein, chief customer and marketing officer at NRMA Insurance, continued: “Our partnership with Accenture Song is the next step in reimagining the customer experience, by delivering an end-to-end customer model leveraging best-in-class creative, communication and technology.
“At the heart of this approach is a focus on meeting our customers where they are and ensuring that every interaction is a helpful and seamless one. This new model aligns with our broadcast partnership with Nine of the Paris 2024 Olympic and Paralympic Games, which will be a powerful launch platform to connect with our audiences at scale.”
Klein, who joined NRMA Insurance’s parent company IAG in mid-2023, leads a recently-created customer experience and marketing team to further support the insurer’s focus on its customers.
The NRMA Insurance and Accenture Song teams
“Since its infancy, NRMA Insurance has centred its entire business around helping its customers. We are thrilled to bring the full global power of the Accenture Song proposition to help it create a future-facing, tech-powered and personalised customer experience,” said David Droga, Accenture Song CEO.
“We want the relationship to be a lighthouse for the type of work that Song does around the world. You rarely get to work on a brand that has such a place in the memory of a nation and even more seldom get to set it up for the future. To bring that relevance to a brand entering its 100th year is so exciting, and exactly what Accenture Song is built to accomplish for our clients.”
Mark Green, ANZ CEO of the agency, added: “NRMA Insurance is a brand that is close to our heart. We knew no existing model could deliver this, so we created something unique.
“Julie and her team have a clear vision and we are thrilled to partner with NRMA Insurance to help its customers now and into the future.”
Accenture Song will work closely with Initiative Media, NRMA Insurance’s media buying and planning agency partner.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hi huh?,
Yes you are correct, CHEP Network was the incumbent on NRMA Insurance’s CX and personalisation account. Accenture Song has picked that up from CHEP, however, as part of its new remit, it will also handle all creative work for the brand, which was held by Bear Meets Eagle on Fire.
Hope that clarifies it.
Thanks,
Lauren – Mumbrella
The swapping of accounts between The Monkey’s and BMEOF is a little weird.
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I thought CHEP did Experience for NRMA?
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What is with that photo, i cant stop looking at it. It’s so weird.
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