Direct and digital agency Twenty already has a sizeable insurance client, and it's added another after winning the Asteron Life account after a competitive pitch.
Twenty already works with insurance providers AA Life and AA Insurance, which are part of the Suncorp Group. Asteron Life is also a member of The Suncorp Group, so director Simon Breed says there was no issue with conflicts.
Breed didn't know which agencies were involved in the pitch. And as Asteron was using suppliers on a "needs must basis", there was no incumbent that he was aware of. But, following the win, Twenty, which recently released a video explaining its philosophy, will now have a full service remit across all aspects of marketing, with an initial focus on customer retention.
“It’s obviously a great way to start the year and reflects well on the work we are doing here," Breed says. "We are fortunate to have the opportunity to work with Don, Angela and the team at Asteron Life at a time that we’re seeing some really interesting challenges in the sector. We’re already getting our teeth into it and look to have some clear learnings and good results on the board by the end of this financial year.”
"Twenty responded to our brief with enthusiasm, insightful creative work and a real understanding of how we can use data-led insights to propel our strategy," says Asteron Life's executive manager of customer strategy and brand, Don Allerston. "We are looking forward to forging a tight partnership as we build our business in the coming years.”
Work has already commenced on a data-informed customer contact strategy with the first communications set to launch soon.
Asteron Life, previously known as Royal & Sun Alliance, has a long history in New Zealand dating back to 1878. It was named the New Zealand Insurance Industry Life Insurer of the Year in 2013.