The Royals and Blue449 win Australian Super’s creative and media account

AustralianSuper has awarded its creative and media account to both The Royals and Blue449, Mumbrella can reveal.

The superannuation fund was in the final stages of its media and creative pitch when Mumbrella revealed the shortlist: CHE Proximity, The Royals and Blue 449.

AustralianSuper has appointed The Royals and Blue449

Mumbrella understands the superannuation fund was looking for a single agency approach to assist with the business’ media and creative accounts.

Mumbrella understands AustralianSuper’s media spend is over $10m.

The win comes three months after The Royals won the $1.5m Northern Territory master brand account.

The Shannon Company will remain as the insurer’s brand and behaviour change agency, Mumbrella understands.

In November last year, the creative agency was appointed as iSelect’s creative agency of record.

Blue449’s roster includes Puma, 20th Century Fox, Airtasker, MTV, OPPO, Royal Caribbean Cruises, NRL and NRMA.

Google, Sensis, Intel, NAB, World Vision and iSelect are all current clients of The Royals’.

Mario Garrido, head of brand and behaviour change, said in a statement: “We wanted to minimise waste and improve effectiveness through centralised channel planning, measurement and reporting.

“Finding partners to help us operate in this way, while also embedding new practices such as the use of behavioural science and automation, was critically important.”

Duncan Parfitt, managing director at Blue449, added: “We’re delighted to be leveraging the full range of Royals and Blue 449 capabilities – including CX,CRM, channel strategy, programmatic, social, content and search – to help AustralianSuper deliver a lifetime of guidance and support to members of Australia’s largest superfund.

Our customer oriented approach to planning, implementation and analytics, together with ashared sense of purpose means that we are uniquely positioned to help AustralianSuper and itsmembers
achieve their goals.”


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