Saatchi & Saatchi has won the creative account for Australian Retirement Trust following a competitive pitch process, according to reports by Mumbrella. The Publicis-owned agency will take over the superannuation fund’s creative strategy and communications brief, assuming responsibility for evolving its existing “Awaken Your Super” platform.
The Pitch Process and Incumbent History
The agency appointment follows a pitch initiated earlier this year. The previous incumbent, M&C Saatchi, declined to contest the brief after holding the account for three years, as reported by Mumbrella. During its tenure, M&C Saatchi developed the “You’re Sitting on a Monster” campaign for the fund, which utilized a large fuzzy blue monster to represent members’ neglected superannuation accounts. Cubery’s quarterly “Hot List” later voted that specific commercial as a top-performing advertisement in Australia.
Strategic Goals for Australian Retirement Trust
Simonne Burnett, chief member experience officer at Australian Retirement Trust, stated that the partnership aims to position the fund for future brand growth and success. “We have an important role to play as guardians of our members’ retirement savings,” Burnett said in a statement published by Mumbrella. “Our Awaken Your Super campaign is all about helping members connect with their super, and it’s important we partner with a creative agency that shares that purpose.” Burnett added that Saatchi & Saatchi showed a strong understanding of fund members alongside the necessary strategic rigor and creativity.
Wider Agency Adjustments
The creative agency transition follows earlier structural shifts in the fund’s external partnerships. Last year, Australian Retirement Trust moved its media account to Essencemediacom following the sunsetting of its former media agency, Bohemia, which previously operated as a media arm connected to M&C Saatchi.
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