NRMA Group appoints The Works as lead creative agency partner over incumbent agency BMF

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The Works partners L-R Kevin Macmillan, Damian Pincus, Douglas Nicol.jpgThe Works has been appointed the lead creative agency for Australia’s largest member organisation, the NRMA Group over incumbent agency BMF.

 

The independent Sydney agency won the prestigious account after a competitive pitch involving five agencies.

The NRMA Group includes NRMA Motoring & Services, Thrifty Car Rental, NRMA Travel & Leisure and a raft of NRMA businesses including MotorServe, NRMA Safer Driving Schools, NRMA Holiday Parks and the NRMA More4Members program.

The Works will provide creative strategy and advertising across all business units for the NRMA Group.

The NRMA Group is the latest in a series of major business wins for The Works. In January it was handed the global Jim Beam account as well as picking up leading event and activity website Viator.com. In July Energy Australia awarded the agency its below-the-line work. All were as a result of pitches.

Douglas Nicol, creative partner and director at The Works said the win showed a desire by advertisers to work with an agency that is both highly creative and delivers results.

 

Says Nicol: “To be entrusted with an iconic Australian brand such as the NRMA is a great opportunity for The Works and is another demonstration of a business selecting us based on our record in delivering effective work for clients.

 

“With local and global Effie success under our belt, brands including Woolworths Everyday Rewards, EnergyAustralia and now the NRMA understand that our ‘Creatives on the Forefront’ model, where senior creative thinkers work directly with clients, pays dividends for their businesses.”

 

Says Jason Stidworthy, head of marketing and digital, for the NRMA Group: “The Works showed a deep understanding of our business needs and its breadth of experience across a range of categories were the right fit for us as we streamline our agency partnerships.”

 

Media strategy is managed by Match Media, with buying handled by MediaCom. Media was not included in the review. Advertising duties for NRMA Insurance, which is a separate company, are held by Whybin\TBWA.

(Pictured L-R: Kevin Macmillan, Damian Pincus, Douglas Nicol)