Suncorp transfers all creative production to Hogarth

Suncorp Group is moving all of its creative output to a centralized hub within content agency WPP, Hogarth, chief marketing officer Mim Haysom confirmed to Mumbrella.

Haysom said the way Suncorp produces and brings its assets to market has been “under review” to build capacity and create efficiencies across the brand.

Suncorp consolidates all of its creative work into a centralized hub

This includes all Suncorp Bank and Suncorp Insurance brands, which include GIO, AAMI, Apia, Shannons, Vero, Bingle, Terri Scheer, Essentials by AAI and Caravan and RV Insurance.


“We have nine brands in the portfolio and two top agencies, plus Frank Moore for our niche brands,” Haysom said.

The “tier one” agencies of reference are Ogilvy and Leo Burnett. They will both remain on Suncorp’s roster as creative partners for creative ideation and strategy.

“We need to continually look at how we’re building our capabilities, how we’re centralizing to enable us to manage the portfolio more efficiently, and moving to a centralized production hub does all of that for us. This allows us to be more agile, data-driven and flexible in our approach. »

Mim Haysom, CMO of Suncorp

Haysom confirmed that Suncorp is “going in that direction” but is “very happy” with its partner creative agencies. She also confirmed that Suncorp was already working with Hogarth as he continued to develop the model.

“This is a transformation to build capacity and better manage the portfolio, efficiency and effectiveness.”

The process of transitioning its production model and building a centralized production center with Hogarth “is taking time,” Haysom said, “but we’re in a transition phase and we’re building the model right now.”

Suncorp released a new brand platform last week regarding its commitment to creativity, via independent agency The Hallway, with Leo Burnett managing the campaign’s creative output.

“We will continue to work with Leo Burnett,” Haysom said, also confirming that the agency will continue to be one of his “key creative partners” and will partner with Hogarth to execute production once the hub is up. ready.

“It’s not in place yet. We haven’t gotten all of our brands into a production studio with Hogarth yet. We’re still building that at the moment.

“That’s why Leo’s is doing all the production and so on for the bank in its existing contract. And that will change when we have built our centralized production center, but only on the production side.

“So that’s how it happened at that time [referring to last week’s campaign], because we were not ready. The production center is not yet ready to pump work.

Suncorp launched a new brand campaign last week

Suncorp transferred Leo Burnett’s GIO creative account to Ogilvy as recently as August last year.

Healthcare fund NIB also named Slik as its new creative production partner last week, shortly after naming BWM Isobar as its new creative agency also last week. This suggests a growing trend to shift costs and capabilities from creative agencies to content specialists.

On the move, Justin Ricketts, CEO of Hogarth Australia, said the company was “delighted and honoured” to have the opportunity to work with “one of Australia’s strongest brand portfolios and alongside Mim and its incredibly talented team”.

“This opportunity is right in our sweet spot. We look forward to partnering with Suncorp’s existing partner agencies, including our partners at Ogilvy, to help Suncorp realize its ambition and stay at the forefront of its content needs.

Ogilvy’s managing director in Melbourne, Gavin MacMillan, added: “Hogarth are our partners. We love their work. It’s exactly the right decision for an addressable future that is quickly becoming a reality. We look forward to partnering with Justin and the team to help us take our Suncorp brand work to new heights.

Finally, Leo Burnett Australia CEO Emma Montgomery told Mumbrella: “Our multi-year, multi-brand creative partnership with Suncorp is a source of great pride and ambition for us and our collective teams. We welcome Hogarth to the village we already share with our MDG media partners, and we look forward to building on this momentum together.

Questions about the move have been raised within the industry about how creativity is increasingly valued and where creative control now lies within campaign work.

An industry executive, who wished to remain anonymous, said it was “dangerous behavior by customers”.

Another executive asked if this was a “cost cutting exercise” and that it was “another example of the submissive relationship between clients and agencies”.

Haysom also confirmed that there was no change in the nature of his work with his media agency, OMD.

How do you think creativity is now valued in the advertising industry? And what could this upward trend mean for creative agencies? Mumbrella encourages discussion in the comments section below.

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