TAL appoints CHE Proximity to handle creative duties for its direct to market creative account
Life insurer TAL has handed CHE Proximity creative duties for its direct to consumer brand InsuranceLine following a competitive pitch, Mumbrella can reveal.
CHE Proximity takes on the account from The Hallway who had held the account since 2012. The pitch was called at the end of last year.
TAL general manager of marketing Alexis Denby said: “Australia’s largest life insurer TAL has appointed CHE Proximity as the new creative agency for its direct to consumer brand InsuranceLine. The appointment is the result of a market engagement process following the conclusion of the agreement with The Hallway.
“I would like to thank The Hallway for their collaborative approach and high quality work with us. I am very excited about working with CHE Proximity as we continue to evolve the InsuranceLine brand.”
According to Mumbrella’s sister publication The Source, Insurance Line has a main media spend of $15m.
The Hallway worked on the brand’s ‘Our Stories’ campaign, which saw customers share their stories with the brand in an effort to highlight the need for life insurance.
Miranda Ward
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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