Insignia Financial appoints Wavemaker Australia as media agency

Wavemaker Australia has been appointed media agency partner for Insignia Financial following a competitive review.

Wavemaker will lead media strategy, planning and activation across Insignia's portfolio. The brands include financial advice businesses Bridges and Shadforth, and superannuation and investment brands MLC, Expand and Plum.

The agency will use WPP Media's data, analytics and technology, including the WPP Open platform, for planning, measurement and investment decisions. The partnership will connect brand and demand activity through a single, accountable media system.

Wavemaker's first assignment is media for MLC Superannuation's campaign 'The Heist', created by Princess. The campaign is part of Insignia's push to increase consideration of MLC.

Renee Howie, Chief Customer Officer at Insignia Financial, said: “As we look to the next stage of growth for MLC, Shadforth and Bridges, we want to drive focus in how use media to help us connect more meaningfully with Australians.

“Wavemaker stood out for the strength of its strategic thinking and its ability to bring data, technology and creativity together in a way that drives action. Just as importantly, they share our focus on turning insight into better decisions and better experiences for our members.

“Together, we'll build a connected approach to media that helps us move with greater confidence, respond faster to changing customer needs and maximise the impact of every dollar we invest. This is critical at a time when Australians are looking for more support and guidance on planning their financial futures and our portfolio of brands is entirely oriented to serving those needs.”

Peter Vogel, CEO of Wavemaker AUNZ, said: "Insignia Financial has bold and ambitious plans to grow its brands and reshape how Australians engage with their financial futures. We are thrilled to be joining the business at such an important moment.

“Our team will bring the strategic courage and category expertise to create momentum, backed by WPP Media’s scale, predictive intelligence and connected technology platform. Together, we will turn deeper consumer understanding into sharper media decisions and measurable growth.”

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