TLDR
Insignia Financial has moved its media account, including super brand MLC, to WPP Media's Wavemaker after a competitive review. Independent agency Kaimera, appointed in 2024, loses the business.
KEY TAKEAWAYS
Insignia Financial has moved its media account to WPP Media's Wavemaker after a competitive review, taking the business from independent agency Kaimera. Kaimera was appointed in 2024 to handle MLC, B&T reported.
The account covers five brands: MLC in superannuation and investment, financial advice firms Bridges and Shadforth, and investment platforms Expand and Plum. Billings and a start date were not disclosed.
What Insignia wanted
Insignia chief customer officer Renee Howie said Wavemaker "stood out for strategic thinking and ability to bring data, technology and creativity together". She said the company wanted "a connected approach to media" across its brands.
"We are thrilled to be joining the business at such an important moment," said Wavemaker ANZ chief executive Peter Vogel, who said the agency would "turn deeper consumer understanding into sharper media decisions".
A win back for the networks
The result goes against the run of August, when independent agencies won every major media account that moved in Australia, as we reported at the time. Wavemaker has also had its DoorDash remit extended since WPP Media won the delivery company's global account across 40 markets.
Neither side gave a reason for Kaimera losing the business.
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FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
