Zara Curtis appointed acting-chief marketing officer at IAG

Director of content and customer engagement at IAG, Zara Curtis has been appointed as acting-CMO following Brent Smart’s move to Telstra this year.

This comes as NRMA insurance this morning launched its new brand campaign via creative agency Bear Meets Eagle on Fire and Initiative.

Smart left IAG this year, which is home to insurance brands including CGU, NRMA, SGIO, and recently launched ROLLIN’, five years after joining in 2017 following a stint in New York as Saatchi & Saatchi CEO. 

Curtis, appointed to one of the market’s highest profile gigs


Speaking to Mumbrella, Curtis said: “I’m proud of the journey we’ve been on with Brent and the marketing team, and the results we’ve achieved together. Since the beginning, we’ve been focused on putting the value back into the brand. As Acting CMO, I will lead the marketing team to realise that value, and continue to drive growth across the business, achieving commercial outcomes via creativity.”

Curtis arrived at the insurance group a year later in 2018, hired by Smart as director of content after a career in media, most recently at FremantleMedia as general manager of commercial, digital and branded entertainment.

Since 2019, Curtis has been in her current role as part of Smart’s team, and has been a top figure in the insurer’s creatively and commercially-driven marketing setup since.

It is not currently known what the time frame on the acting role will be.

The new campaign via BMEOF follows a report earlier this year that the agency had been handed a major project by the IAG, amidst a stacked creative roster, which also houses The Monkeys, Thinkerbell and CHEP Network.

On the agency setup, Curtis said: “We continue to work with a roster of agencies in a flexible model, with agency selection dependent upon the outcomes we are trying to achieve.”

Last year, IAG ditched GroupM’s Mindshare in place of Mediabrands agency Initiative as its media agency of record, in one of the biggest account moves of the year.


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