Suncorp Group has moved its sizeable media planning and buying account—understood to be north of $140 million—from OMD to WPP Media following a competitive pitch, B&T can reveal.
The scope of work includes media buying and planning, strategy, digital, analytics, partnerships, social media and more—leveraging the WPP Open AI platform.
It covers Suncorp Group’s entire portfolio of brands, including AAMI, Apia, Bingle, CIL Insurance, GIO, Essentials by AAI, Shannons, Suncorp Insurance and Terri Scheer.
Suncorp Group works exclusively with Leo for creative after the Publicis Groupe agency beat incumbent Ogilvy and others to the account late last year.
B&T understand that WPP Media’s Mindshare took a lead role during the successful pitch process. Mindshare chief executive Maria Grivas will lead the relationship as the executive lead of Open Era. She will be tasked with bringing together a diverse team of strategists, technologists and client leaders from across WPP Media to set Suncorp up for the future.
WPP Media said that the Open Era model will harness the full breadth of WPP Media’s capabilities—from its WPP Open AI platform and integrated and strategic expertise, “ensuring a seamless, collaborative approach to driving Suncorp’s growth in a rapidly evolving market”.
WPP Media’s appointment is effective from 1 March 2026.
WPP Media added: “This proposition leverages WPP Open, augmenting our teams with AI and automation to unlock the power of human ingenuity for Suncorp”.
Suncorp’s executive general manager, brand and customer experience, Mim Haysom said: “We are excited to be working with WPP Media to collaborate on industry-leading marketing and media solutions across our diverse portfolio. It brings future-fit technology for the changing media landscape, strong data ecosystem, and a passionate and experienced team to help us best serve our customers.”
Suncorp has worked with OMD for media planning and buying since 2018. B&T understands the relationship had delivered strong client satisfaction scores and innovative campaigns, including its AAMI Crash Index and the iconic ‘AAMI to the Rescue’ spot during last weekends AFL Grand Final (see below).
“I would like to thank OMD for their continued partnership, professionalism and support, over many years, that delivered award-winning campaigns and business results,” Haysom added.
Maria Grivas, executive lead of Open Era, said the team was “excited to partner with Suncorp and the phenomenal marketing team there, and shape the next era of success together”.
“This achievement shows what’s possible when we bring together the best of WPP Media. The depth of thought leadership, innovation and collaboration delivered across our network was extraordinary,” she added.
WPP Media has been on a hot run locally in the past year, winning HBO Max, Lion, Amazon, the Australia Labor Party and MG. It also secured Mastercard globally.
Aimee Buchanan, CEO of WPP Media Australia & New Zealand, described the Suncorp win as “a defining moment for our group”.
She added: “It shows that when we innovate relentlessly and work as one team, there’s no limit to what we can achieve. Mim and the Suncorp team have bold ambitions and a relentless agitation for better, which aligns so closely with our vision.”
Sian Whitnall, the co-CEO of OMD Australia, said: “Even the strongest of partnerships can come to an end and we are incredibly proud of the partnership we had with Suncorp and all that we achieved together over the last seven years. From ‘Saving the AFL Grand Final’ to the ‘AAMI Crash Index’ the team pushed the boundaries of media innovation, producing award winning work and achieving outstanding business impact.
“I want to thank our exceptional OMD team for your passion and dedication over many years, and we wish the Suncorp team every success in the future.”
Reporting by Arvind Hickman and Tom Fogden.
