Independent creative and media agency BCM Group has been appointed creative agency for the combined LGIAsuper, Energy Super and Suncorp Super, creating new member-owned brand, Brighter Super.
The agency was tasked to create a distinctive and relevant brand identity and positioning that will become home to more than 260,000 members and manage about $31 billion.
The Brighter Super branding will be rolled out in stages with LGIAsuper the first to be transitioned as of July, to be followed by the Energy Super and Suncorp Super.
As each brand and its customers are integrated, the new identity will come to life in all member communications, owned digital assets, as well as an internal and external launch campaign.
Brighter Super Group CEO Kate Farrar, who led the merger with Energy Super last year and the April acquisition of Suncorp Portfolio Services, said the deal was a first for the Australian superannuation industry where an industry fund has acquired a retail fund.
BCM managing director Phil McDonald said: “We are very excited to be appointed to such an important project. Bringing to life a new brand as three organisations come together is an opportunity that doesn’t come along very often. We are very grateful to be entrusted by the team that is now, Brighter Super”.
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