M&C Saatchi has recently appointed to handle all creative services for NRMA Insurance, the biggest insurance creative account in the Australian market, which also includes their SGIC and SGIO brands. The agency won the deal (which is rumoured to be worth more than $20 million a year) after an incredibly competitive and inventive pitch. The agency held the account seven years ago, and has been held by Whybin/TBWA since 2010, however Whybin left the creative pitch in early April. Whybin won numerous plaudits for its NRMA work, including silver and bronze lions at Cannes and the Grand Effie for its 'Crashed Car Showroom' campaign, which saw a car created out of spare parts rivals insurers refused to insure as standard.
Whybin left the pitch early due to a difference of opinion on the future strategic direction of the brand
In a statement, Whybin/TBWA Group CEO Paul Bradbury said his agency left NRMA due to a “Difference of opinion on the future strategic direction of the brand,” but that he and his team were “Very proud of the positive business impact” they had made together for the insurance company over the past 4 years. He wishes them “All the very best for the future.”
NRMA's head of marketing, Anthony Justice, said they brought M&C Saatchi back into the fold because of the “Strength of their strategic thinking and creative ideas” regarding the company's direct insurance brands. He believes that the M&C Saatchi team illustrated in the pitch that they possess the capability to work together with NRMA in “Developing and implementing a highly creative approach,” which will strengthen the core positioning of the brands.
M&C Saatchi won the deal (which is rumoured to be worth more than $20 million a year) after an incredibly competitive and inventive pitch
Jaimes Leggett, CEO at M&C Saatchi, thinks that NRMA is a “Significant win for the agency,” and that “NRMA, SGIC and SGIO are all iconic brands,” with which he “Can't wait to get started.” The M&C team has been bolstered significantly recently by Ben Cooper, who joined from the Monkeys as group innovation director, and Justin Graham, who moved from Droga5 to become chief strategy officer at the agency. This fact, partnered with the agencies strong end to 2013 and an impressive pitch, are likely what helped them secure the job.
Benjamin Hiorns is a freelance writer and musician from the UK who believes insurance is technically a form of enforced gambling.
