Over 50s insurance brand APIA Insurance appoints Leo Burnett, Sydney as creative agency

APIA, Suncorp Network’s specialised insurance brand for over 50s, has appointed Leo Burnett Sydney as its new creative agency.

Earlier this year DDB Melbourne ended its relationship with Suncorp after an internal shake-up saw a conflict with DDB client Westpac.

Suncorp’s consolidation of brands AAMI, Bingle, GIO and APIA under the one Suncorp umbrella impacted APIA’s long-term relationship with DDB Melbourne.

Suncorp then consolidated its creative account with Ogilvy Melbourne and Publicis Brisbane.

Says Mim Haysom, EGM brand and marketing, Suncorp: “We’re thrilled to extend our partnership with Leo Burnett and have them come on board to support our APIA brand.

“Leo Burnett offers a wealth of experience and capabilities, which has been proven with their support for the Suncorp brand. Their creativity will play a critical role in helping us achieve our brand strategy for APIA which focuses on meeting the needs of our customers in the over 50s market.

“We were impressed with the strategic thinking Leo Burnett brought to the pitch and their values of collaboration, innovation and partnership which are a great fit with our own.” 

Leo Burnett has already begun working with the APIA team, bringing insights to life to engage with over 50 Australians in the ways they want to be communicated with.

Leo Burnett chief executive officer, Melinda Geertz, said the agency is also excited to be working with APIA and are looking forward to solving business challenges with creativity.

Says Geertz: “The team are absolutely thrilled to be working on Apia. I know we are going to collectively deliver some great work for the brand and the broader Suncorp business.”

The appointment comes as part of Suncorp’s new Masterbrand strategy which brings together its network of banking and insurance brands.