EssenceMediacom Brisbane has been appointed media agency of record for Australian Retirement Trust (ART), the country’s second-largest super fund, managing more than $330 billion on behalf of over 2.4 million members.
The agency will oversee all aspects of media strategy, planning and implementation for ART.
The win is a significant milestone for EssenceMediacom Brisbane, who previously managed the account until 2022.
“We are thrilled to welcome Australian Retirement Trust back,” said Susan Lyons, Managing Director, EssenceMediacom Brisbane.
“Our team is passionate about delivering breakthrough ideas and harnessing the power of data to drive real growth for ART in an increasingly competitive landscape.
“ART is a brand we strongly admire. Our shared belief in the impact of creativity in advertising makes us incredibly excited about the breakthrough work that we can create together,” Lyons added.
Rob Harris, General Manager Brand, Marketing and Comms, Australian Retirement Trust, said: “EssenceMediacom impressed us with their strategic vision, digital expertise, and deep understanding of the superannuation landscape.
“We’re excited to partner with them once again to deliver innovative, data-led media solutions that will help us reach and engage more Australians on their retirement journey.”
The agency previously managed the ART account until 2022.
The agency, under CEO Pippa Berlocher, has had a strong run: retaining the $60 million Queensland Government account in mid-2024, winning Specsavers just two months later, and securing Warner Bros. Discovery’s streaming platform Max earlier this year.
In May, EssenceMediacom emerged as the new media agency for Lion, taking over media planning and buying responsibilities from long-time incumbent UM following a competitive review held in March.
The beer and beverage company is home to household brands like XXXX, Hahn, James Squire and Stone & Wood.