ahm has appointed TBWA\Australia as its new creative agency partner, following a competitive pitch process involving Australia’s leading agencies. Droga5 was the incumbent agency.

 The appointment begins a strategic reset for ahm to meet customer needs across a broader suite of insurance products, including health, travel, pet, life, income, car and home insurance.

The pitch brief was focused on finding a partner that can deliver world-class creative thinking, commercial value and integrated communications across digital, social and earned channels.

TBWA was chosen for its distinctive creative, strategic leadership powered by data, and a modern, integrated offering that includes social and PR. Their team also brought a Gen Z creative lens, ensuring relevance with ahm’s target audience, and demonstrated a deep understanding of ahm’s brand and ambition.

ahm head of marketing, Samantha McLeod, commented, “We’re thrilled to welcome TBWA on board. They bring bold thinking, strategic depth and a challenger mindset that aligns perfectly with our ambitions. This appointment signals exciting things to come in ahm’s brand and communications strategy. TBWA will help shape the next chapter with creativity, strategic thinking and a challenger spirit. I’d also like to acknowledge Droga5 for their partnership, creativity and dedication over the past 5 years.”

TBWA\Melbourne and Eleven executive general manager, Kiefer Casamore, commented, “Few brands in Australia have such a distinctive tone and attitude as ahm – particularly within the insurance category. The ahm team’s ambition to drive growth through creative excellence makes this partnership a dream brief. We can’t wait to get started.”