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Australian Retirement Trust Reviews Creative
Australian Retirement Trust is reviewing its creative account, B&T can reveal.
ART has had a very fruitful three-year relationship with incumbent agency M&C Saatchi, which won the account in 2023.
Together, they have collected a stack of awards for the super firm’s monstrous ‘Awaken Your Super’ campaign.
ART confirmed to B&T it was reviewing its creative account.
B&T understands that M+C Saatchi has declined to re pitch for the account.
The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money.
Australian Retirement Trust March 02: Creative Review Signals Brand Shift
Australian Retirement Trust is launching a creative agency review as Kathy Vincent CEO sets a sharper strategy for the $370 billion superannuation fund. This signals a brand shift aimed at stronger member growth and better engagement. For investors, even small moves at Australian Retirement Trust can affect mandate sizes, liquidity, and pricing across ASX equities, credit, and private markets. We explain why this marketing decision matters for capital flows, what to watch in the next phase, and how it may ripple through Australian assets.
The creative agency review covers strategy, brand platform, and campaign development across paid, owned, and member touchpoints. According to Australian Retirement Trust Reviews Creative, the process seeks sharper positioning to win default flows and improve retention. For Australian Retirement Trust, stronger engagement can lift net inflows, reduce churn, and support scale benefits in fees. Better clarity on value and service also helps advice uptake and insurance attachment.
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