QBE launches new brand platform and integrated campaign

QBE Australia Pacific has launched a new brand platform, along with an integrated campaign, created by The Core Agency.

The new platform, “Before & After” looks to “give people confidence to achieve their ambitions by being there for them – Before & After, and everything in between”, according to a release.

The new brand platform, visual identity, plus brand and product advertising campaigns will be rolled out progressively across the QBE Asia Pacific region. The new platform direction covers home and vehicle, business insurance, speciality products and people at risk.

Part of the new campaign’s OOH offering

The Core Agency’s founder and creative partner, Christian Finucane, said: “As a longstanding partner of QBE ourselves, we are super happy to launch the new ‘Before & After’ brand platform. They genuinely value enduring partnerships, and the new work shows how that translates into ease and reassurance for their customers.”

The first implementation of the platform is an integrated campaign for QBE’s home and car insurance products in Australia, which features TVCs, digital, out-of-home, radio and socials. The campaign seeks to communicate “how easy it is with QBE to get a quote before you buy and to claim after”.

Sara Foale, chief marketing officer at QBE Asia Pacific, added: “We’re incredibly excited to launch our new brand platform, Before & After, which perfectly captures the essence of our customer ambition. We don’t simply offer insurance, we’re all about being there before and after – helping our customers to protect and prevent against the ‘what ifs’ and being there to support if anything goes wrong.”

This is the seventh year of QBE’s partnership with The Core Agency, the agency previously known as Core when it won the creative account in 2014.

This new brand platform follows The Core Agency’s recent account wins of Doctors on Demand in March, and new campaign for payment app Beem It.


Client: QBE Insurance

Chief Marketing Officer: Sara Foale

Head of Marketing: David Hirsch

Marketing Partner: Rob Jones

Agency: The Core Agency

Founder & Creative Partner: Christian Finucane

Founder & Creative Partner: Jon Skinner

Senior Copywriter: Kevin Macnamara

Senior Art Director: Simone Parravicini

Strategy Director: Andrew McCowan

Business Director: Rebecca Turner

Account Director: Joseph Rosslind

Senior Designer: Nick Williams

Designer: Sophie Adams

Agency Producer: Monique Pardavi

Production Company: Plaza Content

Director: Paul Middleditch

Executive Producer: Pete Masterton

Editor: Peter Barton / The Editors

Post Production: Blockhead VFX

Sound Design: Song Zu

Stills Photographer: Steve Greenaway


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.