Super and retirement platform North has appointed independent creative agency Emotive to lead its brand transformation and upcoming market relaunch.
The win tasks Emotive with developing a new brand platform, go-to-market strategy, and creative campaign.
“This is an opportunity to reshape the way Australians and their financial advisers feel about retirement, with North positioned as a contemporary voice and service when planning for retirement,” said Sebastian Revell, Emotive’s executive strategy partner.
“From defining a new, cultural role for advice and mapping the real behaviours driving and limiting adviser engagement, North can blaze a trail in the category in building deeper connections – leading with empathy, not just product excellence.”
AMP currently manages over $86 billion in funds on its North platform.
“We wanted a partner who could help us reconnect with advisers and reframe what retirement means for Australians, and Emotive got that immediately,” said Lauren Purcell, North’s head of marketing, platforms and investments.
“They didn’t just tell us how to communicate differently, they showed us how to build genuine trust with advisers again. Their work brings clarity to what North stands for, and confidence in how we’ll continue to solidify our position as leaders in retirement planning.”
Creatively, North and Emotive plan to combine functional product features with feeling and champion the emotional value of financial advice and the lived richness of retirement.
“Financial services have spent years talking to the head. We want to bring some humanity, wit and warmth into a space that’s too often felt sterile and uninspiring,” said Gavin McLeod, Emotive’s chief creative officer.
“Our early creative direction focuses on the moments, decisions and connections that make planning for longer lives something to look forward to, while helping establish North as a trusted, people-first brand.”
The win follows Emotive’s recent appointments of Perfection Fresh and Billson’s, and sees North join a roster that includes Google, Audible, Revlon, Breville, Mount Franklin and Wotif.