Financial services group Suncorp has announced the appointment of Leo Burnett Sydney as the new creative agency for over-50s insurance brand APIA.
Leo Burnett replaces DDB Melbourne on the account, with the latter left off Suncorp’s creative agency roster following a review earlier this year.
Suncorp recently implemented a masterbrand strategy which brings together the group’s network of brands, including AAMI, Bingle, GIO and Australian Pensioners Insurance Agency (APIA).
However, the new strategy was found to conflict with DDB’s rival banking client, Westpac.
Suncorp’s executive general manager of brand and marketing, Mim Haysom, said the group was thrilled to have Leo Burnett come on board to support the APIA brand.
“Leo Burnett offers a wealth of experience and capabilities, which has been proven with their support for the Suncorp brand,” she said.
“Their creativity will play a critical role in helping us achieve our brand strategy for APIA, which focuses on meeting the needs of our customers in the over-50s market.
“We were impressed with the strategic thinking Leo Burnett brought to the pitch and their values of collaboration, innovation and partnership, which are a great fit with our own.”
Leo Burnett Australia CEO Melinda Geertz said the agency was also excited to be working with APIA and is looking forward to solving business challenges with creativity.
“The team are absolutely thrilled to be working on APIA,” she said.
“I know we are going to collectively deliver some great work for the brand and the broader Suncorp business.”
Leo Burnett has already begun working with the APIA team.