Insurance Council of Australia unveils industry-first careers campaign via M&C Saatchi Group
M&C Saatchi Group has launched a new campaign for the Insurance Council of Australia (ICA), the representative body of the general insurance industry in Australia.
Following a competitive pitch earlier this year, M&C Saatchi Group has worked with the ICA and various insurance industry working groups to develop a first-of-its-kind recruitment campaign for the general insurance industry. The campaign coincides with the publication of the Insurance Industry Talent Roadmap and supports the ICA’s ambition and purpose of being the voice for a resilient Australia.
All campaign creative spotlights real employees in the industry working in roles that people might not know exist in insurance, opening their eyes to new opportunities by showcasing the work they do to support people across Australia. The campaign also introduces a new communications platform for the Insurance Council of Australia in “It’s our policy.”
On this new work for the insurance industry Mathew Jones, general manager, public affairs at the Insurance Council of Australia says: “We’re really excited about this new campaign and in particular the three very talented insurance industry professionals we’ve been able to showcase.
“We know from our research that we have more to do to tell the story of how a career in insurance aligns with career seekers’ values and aspirations, and we’re confident that we’ve been able to do this with this new campaign.”
The work with the ICA sees several M&C Saatchi Group disciplines working together across creative, media and data as well as quantitative and qualitative research carried out prior to launch.
Says Michael McEwan, CEO, M&C Saatchi: “We’re proud to be partnering with the Insurance Council of Australia, bringing together the disciplines of creative and media, all wrapped up in a data driven measurement and evaluation framework. This campaign is the output of consultation across the insurance industry and it’s been great to see competitive brands come together to get behind this, under the strong leadership of the ICA.”
The ‘It’s Our Policy’ integrated brand campaign is now in the market across multiple channels including BVOD, YouTube, social, digital, OOH and audio. ‘It’s Our Policy’ is now live in NSW and Queensland with plans for full national rollout in 2025.
Client: Insurance Council of Australia
General Manager, Public Affairs – Mathew Jones
Director Communications & Engagement – Hayley Greensmith
Advisor Communications & Engagement – Shannon White
Creative Agency: M&C Saatchi Sydney
Chief Creative Officer – Steve Coll
Executive Creative Director – Scott Dettrick
Copywriter – Andrew Cameron
Art Director – Ben Ware
Group Head – Ben Greenslade
Head of Strategy – Mike Hyde
Senior Broadcast Producer – Lill Schroeder
Integrated Producer – Louis Moore
Research Director – Olivia Nadile
Media Agency: Bohemia
Client Director – Georgia Green
Media Manager – Hana Purvis
Production: Poppet
Director – Jonathan Nyquist
12 Comments
Now THIS is advertising.
Thought the ad was a parody… nup they were being serious.
Geez, the new regime is really turning that place around…
Love this mate, my kinda ad. Lead talent kinda reminds me of someone..Me! Mainly cause he looks like a go getter who writes stuff on whiteboards. Gimme a call mate, let’s do coffee and have a catch up. Mate?!
Just because you made it
Makes me feel quite sad.
How things have changed at Macquarie Street.
I think this was concepted with AI, no?
Whoever made these should maybe get a job in insurance
If the goal was to make a career on this industry an ambition for btight young people,they have failed miserably.They might as well join the Public Service.
He would have never let this slide
The campaign line is so meaningless they’ve left it off the VO.