Suncorp’s APIA account up for grabs after DDB Melbourne loses creative account

APIA, Suncorp Group’s insurance brand targeted at people over 50, has started a search to find a new agency for its creative account.

The account has come into play following Suncorp Group’s new consolidation strategy which saw the brand review its roster of agencies and end its relationship with incumbent DDB Melbourne.

APIA is an insurer for people over 50

Last year Publicis created a bespoke model to service the Suncorp account and reposition the group’s brand.

A Suncorp spokesperson confirmed the account hasn’t been awarded and said in a statement to Mumbrella: “Suncorp’s national Masterbrand strategy brings together the Group’s network of brands to support customers’ financial needs.

“To deliver on this strategy, Suncorp has reviewed and consolidated its creative agency roster, and will no longer be working with DDB Melbourne. We would like to thank the DDB team for their continued passion and support over many years, and wish them continued future success.”

DDB Group Australia CEO Andrew Little, said in a statement: “With Suncorp’s new consolidated strategy our banking relationship with Westpac is now a conflict. We wish Suncorp all the best and thank them for many years of partnership.”

Mumbrella understands the agency roster for the wider Suncorp Group has not changed.

Publicis’ Leo Burnett Sydney works on GIO while WPP’s Ogilvy Melbourne is the creative agency of record for AAMI. Suncorp’s Bingle brand is managed internally by Suncorp.

In April, Publicis launched Suncorp’s new brand platform ‘Money with Sunny’ which features a young girl, Sunny, as the face of the brand.

APIA’s account move comes five months after Mim Haysom joined Suncorp as its executive general manager of brand and marketing.

Haysom was previously the general manager at M&C Saatchi.

Mumbrella understands Suncorp’s media account is still in review.


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