PHD Australia has been appointed media agency of record for industry super fund HESTA.
The appointment followed a competitive pitch. The account was previously held by Initiative Melbourne.
HESTA is one of Australia’s largest superannuation funds managing more than $70 billion of investments on behalf of more than 1 million members.
The account will be run out of PHD Melbourne’s office with the agency’s remit to include media strategy, planning, investment, and optimisation across all channels
PHD Melbourne managing director Simon Lawson said the appointment was in line with PHD Melbourne’s desire to work with growing local challenger brands:
“We saw a strong match with HESTA’s Super with impact positioning and our team’s desire to work with purpose-driven organisations committed to making the world a better place," Lawson said.
"We felt PHD’s market leading strategy and planning based approach to media could make a real difference in helping HESTA to achieve their ambitions. We look forward to building a long-term partnership with HESTA based on the principles of authenticity, transparency and mutual respect.”
Lisa Samuels, chief experience officer at HESTA, said that PHD showed a deep understanding of HESTA’s ambition to drive better retirement outcomes for its more than 1 million members.
“We’re excited to work with PHD to continue evolving our Super with impact positioning in market, to reach new members across Australia, and help them face their future with confidence," Samuels said.
Lizzy O’Connor, group business director at PHD Melbourne, said she enjoyed the pitch.
"We immediately developed a strong chemistry with the team at HESTA, being aligned on brand values and a desire to deliver great work," O’Connor said.
"The dedication HESTA have shown to repositioning their brand within a complicated and quickly evolving market really energized our team around developing a strong partnership to support them in continuing their progress via media innovation and excellence.”
PHD's appointment is effective immediately.
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