Saatchi & Saatchi Australia has been appointed to Australian Retirement Trust’s creative account following a competitive tender process. Incumbent, M&C Saatchi, decided not to pitch. The agency, that has held the account since 2023, developed the fund’s current Awaken Your Super platform.

Saatchi & Saatchi’s job will be to deliver creative strategy and communications that strengthen brand relevance, deepen member engagement and support the fund’s long-term growth ambitions. The agency will also evolve Awaken Your Super for the future.

Australian Retirement Trust is one of Australia’s largest superannuation funds, with more than 2.4 million members and over $375 billion in funds under management.

Simonne Burnett, chief member experience officer, Australian Retirement Trust, stated, “We have an important role to play as guardians of our members’ retirement savings. Our Awaken Your Super campaign is all about helping members connect with their super, and it’s important we partner with a creative agency that shares that purpose. Saatchi & Saatchi demonstrated a deep understanding of our members, along with the strategic rigour and creativity needed to help shape the next phase of our campaign.

“Their vision for evolving our Awaken Your Super platform, including the role of our blue super monster Artie, gave us confidence they could build on the strong foundations already in place while taking the work to the next level.”

Patrick Rowe, CEO, Saatchi & Saatchi, added, “We’re proud to partner with Australian Retirement Trust at such an important moment in its journey. The team has ambitious plans for the future and a determination to keep raising the bar in how it engages Australians. That growth ambition is something we strongly relate to as an agency. We’re looking forward to bringing the full breadth of our strategic, creative and production capabilities to help unlock what’s possible next.”

The appointment is effective immediately.