NRMA reappoints CHEP as personalisation partner

Following a competitive pitch, CHE Proximity has retained its partnership with IAG’s NRMA Insurance, to handle its CX and personalisation account.

As part of the offering, CHEP will provide services across its creative, experience, data and tech teams, continuing on the account after four years.

IAG CMO, Brent Smart said that during the pitching process CHEP confirmed it was “head and shoulders the best in this space”, with the focus not just being about capability, rather strategic thinking and big creative ideas.

IAG’s Brent Smart

“A lot has changed in the personalised marketing space in the last four years. We wanted to make sure we had the best capability in the market on our business. We are very happy to be extending this relationship and look forward to creating more great work with our friends at CHEP.”

CHEP’s work for NRMA will be driven by the agency’s fresh leadership team, which includes CEO Justin Hind, Gavin McLeod and managing partner Jessica Coulson. The agency said it will deliver “the next era of customer experience for NRMA Insurance and bring together the most diversified and connected skill sets available in Australia, all under one roof to answer their current and future challenges”.

Hind said: “We couldn’t be more excited about being reappointed to NRMA as their CX agency partner. It was absolutely right for the NRMA team to scan the market to look for the best in market solution. We demonstrated the next era of CHEP with our new focus, new energy, new model and new team. Together, we’re hugely excited about what we can all create.”

McLeod, who took up his role last month said: “It’s a great privilege to have the opportunity to continue working with a client that truly understands the power of creativity to make a business impact and has consistently backed breakthrough work to do so. We’re really looking forward to working with NRMA Insurance’s partners to magnify this impact through smart use of technology.”

Also in the NRMA’s list of rostered agencies is The Monkeys, as part of Accenture Interactive, which handles creative duties. The insurer also recently announced it was moving its media account from Mindshare to Initiative, as of this month. Thinkerbell works with NRMA on PR campaigns, earlier this year creating an interactive educational Minecraft game, “Climate Warriors”.

NRMA’s Help! The Game, developed by CHEP

Earlier this year, NRMA launched Help! The Game, a board game based on Australia’s real life risks and natural disasters, developed by CHE Proximity.

Following his departure in late 2020, CHEP replaced chief creative officer Ant White with Ogilvy’s Gavin McLeod after the former left the agency, along with Chris Howatson to create startup agency, Howatson + White. Justin Hind, the founder of With Collective, was appointed as the successor of Howatson as CEO, as of January.

Last week it emerged that Ant White would be leaving the newly created agency in a cloud of mystery, just months after attracting its first clients.


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