NRMA Insurance appoints Accenture Song to transform CX

NRMA Insurance appoints Accenture Song to reimagine customer experience

David Droga: “We want the relationship to be a lighthouse for the type of work that Song does around the world.”

NRMA Insurance has appointed Accenture Song to overhaul its end-to-end customer experience (CX). The appointment, which mobilises talent from both global and local pools within Accenture Song, aims to leverage the creative consultancy‘s broad disciplines for an integrated model, spanning marketing, CX, digital, design, and communication.

Creative studio Bear Meets Eagle on Fire (BMEOF) previously managed NRMA’s creative account, crafting work such as the ‘Until Then’ campaign.

Now integrated into the bespoke partnership +61, alongside the full integrated capability of TBWA and media agency OMD, BMEOF will remains across IAG’s ROLLiN’ car insurance brand, which they successfully launched in 2021.

Initiative will continue to serve as NRMA Insurance’s media buying and planning agency partner.

See also: NRMA Insurance aims to redefine HELP with second phase of “Until Then” campaign

The news comes after Michelle Klein, chief customer and marketing officer of NRMA’s parent company, IAG, restructured the insurance giant‘s marketing department to supercharge its transformation.

Announced in January, the restructure involved creating a new division overseeing channel performance marketing and measurement.

Klein told Mediaweek she had appointed Mark Echo, IAG’s manager of media, comms planning and performance marketing, to a newly created role overseeing the division: executive manager, channel performance marketing and measurement.

In 2023, NRMA Insurance also formed a digital business team led by Nandor Locher to further support CX.

See also: IAG CCMO restructures for transformation, creates performance marketing and measurement division

Commenting on the appointment of Accenture Song, Julie Batch, CEO of NRMA Insurance, emphasised the need for the insurance brand to keep adapting in light of evolving customer expectations and advances in tech.

She expressed confidence in Accenture Song’s ability to bring global insights while maintaining a connection to the Australian market and the NRMA brand.

As we enter our 100th year, now is the time for us to reflect and reshape our business for the future, knowing our  customers will need our help more than ever before,” said Batch.

Klein elaborated on the significance of the partnership with Accenture Song as a crucial step in transforming NRMA’s CX. “At the heart of  this approach is a focus on meeting our customers where they are and ensuring that every interaction is a helpful and seamless one.”

Klein also pointed to NRMA’s broadcast partnership with Nine for the Paris 2024 Olympic and Paralympic Games as a move to engage with audiences on a larger scale.

David Droga, CEO of Accenture Song, added: “We want the relationship to be a lighthouse for the type of work that Song does around  the world.”

Droga expressed his ambition to develop future-focussed, tech-driven, and personalised solutions for NRMA, noting the brand’s longstanding reputation, and the potential of the partnership to set it up for future relevance.

Mark Green, CEO of Accenture Song Australia and New Zealand, described NRMA as “a brand close to our hearts,” highlighting the uniqueness of the collaboration.

We knew no existing model could deliver this, so we created something unique,” said Green.

See also: ‘We just had too many clients asking’: Mark Green on three year acquisition ‘courtship’ for The Lumery

Top Image: L-R: Nandor Locher, executive general manager digital business, NRMA Insurance, Nick Law, creative chairperson, Accenture Song, Michelle Klein, Bronwyn van der Merwe, service practice lead, Accenture Song ANZ, Nick Heymann, global chief creative officer, Accenture Song, Corey Barker, insurance lead, Accenture ANZ & Mark Green (top row)

Barbara Humphries, executive creative director, The Monkeys, part of Accenture Song, Julie Batch, David Droga & Beth O’Brien, head of innovation, The Monkeys, part of Accenture Song (bottom row)

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