The Insurance Council of Australia (ICA) has partnered with M&C Saatchi Group to develop and launch its recruitment campaign for the general insurance industry.
The launch 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.”
Mathew Jones, general manager of public affairs at the Insurance Council of Australia, said: “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.”
Michael McEwan, M&C Saatchi Agency CEO, said: “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,” he added.
ICA worked with the agency across creative, media and data as well as quantitative and qualitative research carried out before launch.
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.
Credits
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