Publicis to create bespoke agency for Suncorp
Suncorp has consolidated its creative and media agency arrangements, with the financial services provider appointing Publicis Groupe to create a bespoke model to work on the repositioning of the Suncorp brand.
While there was speculation the wider Suncorp Group was looking to consolidate its agency roster for all its brands including AAMI, Bingle, Shannons, GIO, Vero and Apia, Mumbrella understands those agency relationships remain unchanged.
Suncorp confirmed the Publicis appointment to Mumbrella with the agency group to work on the repositioning of the Suncorp brand.
Publicis is driving this via a new team made up of talent from various agencies across its group.
Independent agency The Monkeys, which holds Bingle’s creative account; Publicis’ Leo Burnett Sydney, which works on GIO; Omnicom’s DDB Melbourne’s creative account with Apia; and WPP’s Ogilvy Melbourne, creative agency for AAMI, will continue to work with the Suncorp Group.
Previously, Starcom handled the media, while GPY&R Brisbane handled the creative for the Suncorp brand. It is unclear if GPY&R will continue to work on the account as well.
The bespoke model follows the likes of Westpac, Westfield and Ford in this market.
The news two weeks after Publicis Groupe announced a major leadership restructure, appointing Saatchi & Saatchi ANZ chairman and CEO Michael Rebelo as CEO of the Publicis Communications Group, Andrew Baxter promoted to chairman of Publicis Communications, and Melinda Geertz as CEO for Leo Burnett Australia.
Publicis has been approached for comment.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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This article is incorrect and misleading.
No one from Suncorp has commented on this. As the process is still incomplete.
Mumbrella can you please gain confirmation from Suncorp, and not just a spokesperson from Publicis?
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Hi Publicis seeking headline,
We did speak with someone at Suncorp – they confirmed the appointment to us. I have made this more clear in the story as I can appreciate this wasn’t as clear in the first version.
Cheers,
Miranda – Mumbrella
This still seems a little dubious, as when you say “Suncorp confirmed…” it doesn’t confirm who, with authority, you spoke to that confirmed this. Suncorp have many staff… and there people within marketing whom beg to differ.
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Seems a bit vague. What is a “bespoke model”? Is that a new agency or an assigned cross-agency team? Will it have single P&L across media and creative and it’s own staff across key disciplines? Who is heading up this new agency?
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Doesn’t sound like the have consolidated anything….. all creative agencies are in place. Too many dots here.
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I bet you cant find someone at Suncorp who will put their name down to this.
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The problem with the so-called bespoke model is twofold. Firstly the entire staff are beholden to the client for their job so are rendered obsequious and secondly when the client leaves, and we know they always do, a whole lot of people are suddenly out on the street. Which rather makes the agency an employer of the last resort, attracting talent to match.
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This is confusing. Should the headline not just read “Publicis wins creative duties for Suncorp project”?!
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Woah, what’s with all the haters? This definitely did not come from Publicis and has been old news for those in the know. So many vultures on this site ready to pull something apart without knowing all the facts?
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WTF are the facts then?
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Bespoke:
Defined as sounds really bloody cool, execution of it not considered or complete, it doesn’t work and the idea then goes to the fluff cemetary
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Just focus on the first half of the article. It’s all there. It’s the last 4 paragraphs of this article that is creating confusion and getting everyone riled up.
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