Reunion lands Rest Super’s creative account

Justin and Dominique Hind and Stephen Knowles’ Reunion agency has been appointed as the creative and experience agency of record by Rest Super following a competitive tender process.

The incumbent, BMF, held the account for over three years. Its latest work – a new brand platform – launched at the start of this year.

Andrew Ford, general manager of brand and member experience at Rest, said Reunion showed a “commitment to simplicity, innovation and member empowerment” in the tender process.

Reunion has been tasked with leading the next phase of Rest’s brand and customer experience strategy, which will focus on helping its 2 million members better understand and engage with the super fund.

“As a super fund representing one in seven working Australians, and more than a million members under the age of 30, we want all our member experiences to be easy to understand and access,” Ford continued.

“When members are fully engaged in their super, they’re more likely to have a better retirement outcome.”

He said Reunion’s data-led and member centric approach was another key factor that led to the appointment.

The agency, which launched in June of this year, was built as something “fresh, bold and new, focused on real and genuine partnerships with clients”, according to Justin Hind, co-CEO and founder.

It recently appointed Meta Creative Shop’s Ollie Beeston as creative partner.

He added that the agency would focus on delivering innovative solutions for Rest, leveraging its expertise in crafting brand narratives.

“We are honoured to join forces with Rest to bring cohesion and synergy to the various facets of its brand and member experience strategy,” Hind said.

“We look forward to contributing to Rest’s continued success and enhancing the overall experience for their members.”


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