IAG's NRMA Insurance has given its creative account to Accenture Song, replacing Bear Meets Eagle On Fire.
Accenture Song, with its global teams, will be advising on marketing, customer experience, digital, design and communication.
Initiative Media will continue as media buying and planning agency partner.
The last campaign was creative agency Bear Meets Eagle On Fire's second instalment of ‘Until Then’ campaign.
“We are thrilled to bring the full global power of the Accenture Song proposition to help it create a future-facing, tech-powered and personalised customer experience," said Accenture Song CEO David Droga.
"We want the relationship to be a lighthouse for the type of work that Song does around the world. You rarely get to work on a brand that has such a place in the memory of a nation and even more seldom get to set it up for the future. To bring that relevance to a brand entering its 100th year is so exciting, and exactly what Accenture Song is built to accomplish for our clients.”
Accenture Song Australia & New Zealand CEO Mark Green said NRMA Insurance is a brand that is close to his heart.
"We knew no existing model could deliver this, so we created something unique," he said.
"(CEO) Julie (Batch) and her team have a clear vision and we are thrilled to partner with NRMA Insurance to help its customers now and into the future.”
Batch at NRMA Insurance said customers and business have faced challenges from the effects of severe weather and more broadly with societal changes driven by technology and evolving customer expectations since she stepped into the role three years ago.
"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," she said .
“We set out to create a model that draws on our people, experience, and direct learnings from our customers, combined with new technology, to deeply connect with and support our customers with world-class experiences at every touchpoint.
“With Accenture Song we have established a unique partnership, working with their leading Australian talent here and abroad. This model enables us to bring the best global thinking and solutions back to Australia while leveraging their Australian roots and connection to the NRMA Insurance brand.”
To support its focus on the customer experience, in 2023 NRMA Insurance formed a new Customer Experience and Marketing team led by Michelle Klein and a Digital Business team led by Nandor Locher.
NRMA Insurance chief customer and marketing officer Michelle Klein said the partnership with Accenture Song is the next step in reimagining the customer experience, by delivering an end-to-end customer model leveraging best-in-class creative, communication and technology.
"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," she said.
“This new model aligns with our broadcast partnership with Nine of the Paris 2024 Olympic and Paralympic Games, which will be a powerful launch platform to connect with our audiences at scale.”
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