Avenue C has been appointed by AMP to lead its media planning and buying business, following a hotly contested competitive pitch process.
The independent media agency will oversea all media planning and buying responsibilities for the financial services company, excluding search and affiliate marketing, which will continue to be managed internally by AMP’s in-house team.
The appointment signals a key moment in AMP’s marketing evolution as the financial services company continues to innovate and drive strong customer engagement.
“Throughout the pitch process, Avenue C demonstrated a deep understanding of our ambitions and a real mastery of full-funnel media thinking,” Tina Cleary, AMP Chief Marketing Officer, said.
“Their team brought a sharp strategic lens paired with an impressive ability to connect long-term brand growth with short-term performance outcomes.
Tina Cleary: ‘Throughout the pitch process, Avenue C demonstrated a deep understanding of our ambitions and a real mastery of full-funnel media thinking.’
“AMP is entering an exciting chapter, with a bold roadmap of product innovation ahead. We’re thrilled to partner with Avenue C as we reshape what AMP stands for in the hearts and minds of Australians.”
Hugo Cutrone, Managing Partner at Avenue C, said the agency was thrilled to be partnering with such an iconic brand.
“We’re incredibly proud to be joining AMP on this next phase of their transformation.
“From day one, there was strong alignment around how we could elevate their brand through full-funnel media thinking and smarter performance integration. AMP is a brand with rich heritage and big ambition, and we’re excited to help bring that vision to life.”
The win continues Avenue C’s growth momentum, reinforcing its reputation as one of Australia’s leading independent media agencies.