Financial services group Suncorp has left DDB Melbourne off its creative agency roster following a review.

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.

“To deliver on this strategy, Suncorp has reviewed and consolidated its creative agency roster, and will no longer be working with DDB Melbourne,” a Suncorp spokesperson told B&T.

“We would like to thank the DDB team for their continued passion and support over many years, and wish them continued future success.”

DDB Melbourne handled the creative for APIA. However, the Suncorp spokesperson said no decision has been made on which of the remaining agencies on its roster – Ogilvy Melbourne, Publicis Brisbane or Leo Burnett – will take over the account.

Andrew Little, chief executive of DDB Group Australia, said in a statement to B&T: “DDB Melbourne has enjoyed many years of partnership with firstly Promina and more recently Suncorp.

“With Suncorp’s new consolidated strategy, our banking relationship with Westpac is now a conflict. We wish Suncorp all the best and thank them for many years of partnership.”