The Royals has won the competitive pitch to become the integrated creative agency for iSelect.

The pitch began in September, to launch its new Life Admin Store strategy. Leo Burnett Melbourne, which wone the creative account in September 2015, decided not to participate.

The Royals will be responsible for a media-neutral marketing strategy, including above-the-line, social, digital, content and one-to-one advertising.

Scott Wilson, iSelect’s managing director and chief executive officer, commented, “We were looking for an idea-led, rather than channel-led, creative that shifts us from a transactional-based business to one that is built on strong, ongoing relationships with Australians.

“The Royals completely understood our desire to nurture our customers on their life journey, taking the hassle and frustration out of life admin, big and small – everything from the shock of a larger than expected energy bill to the complex financial decisions that come with starting a family.”

The Royals, he added, are the long-term, genuine partner iSelect needs to help the company completely reset its brand perception in the mind of Australians and establish iSelect as the go-to destination for Australians to take care of all their life admin.

The Royals managing partner, Steve O’Farrell, added, “iSelect is a passionate bunch of people that are steadfastly focused on making a difference in people’s lives and doing well-integrated, effective work. The Royals share this passion and are thrilled to be partnering with iSelect in their quest to disrupt the face of the service industry in Australia.”