A sweeping end of year win for Publicis, with Leo Burnett being appointed lead creative agency for Suncorp across all nine of the insurer’s  brands, including leaders, AAMI and GIO, from the start of 2025. Publicis’ units, PXP and Prodigious, will manage creative production. Leo Burnett was also appointed creative agency for Suncorp-owned ANZ Bank earlier this year, gaining the account from Special.

This leads WPP out in the cold. The network has a 20-year history with Suncorp. Ogilvy Melbourne has been the creative agency for AAMI, GIO, Vero, and more recently, Hogarth has run production.

The change follows a four-way pitch in which Leo Burnett was up against WPP, BMF and The Hallway for creative across the entire insurance business.    

“We are extremely proud of our long-standing partnership with Ogilvy Melbourne and the broader WPP team,” said Suncorp’s executive general manager, brand and customer experience Mim Haysom. “Together we have developed iconic cultural moments and many award-winning customer campaigns, and I want to thank all those that have made our success possible over the years.

“Following this change our objective remains to deliver industry-leading brand and creative solutions, across our diverse portfolio, to best serve our customers. We are excited and look forward to working with the Publicis Groupe to deliver on this goal.”

Michael Rebelo, CEO, Publicis Groupe ANZ, commented, “To be expanding our partnership with the rest of their iconic brands is a huge testament to the Leo Burnett team. We look forward to unleashing our production platform PXP and a range of our Publicis Groupe capabilities to support this next phase of their growth.”

Clare Pickens, CEO, Leo Burnett Australia, added, “Over the past seven years, we have built a strong, collaborative relationship based on a deep understanding of the Suncorp business and a shared commitment to delivering impactful work. The expansion of our remit marks an exciting new chapter, as we focus on continuing to elevate their brands and driving meaningful business growth together.”