Australian Retirement Trust Evaluates Innovative Strategies
The Australian Retirement Trust (ART) is currently reassessing its creative account, as confirmed recently. The trust has had a successful three-year partnership with the incumbent agency, M&C Saatchi, who secured the account in 2023. This collaboration has resulted in numerous awards, particularly for the standout campaign titled ‘Awaken Your Super.’
Overview of the ‘Awaken Your Super’ Campaign
The ‘Awaken Your Super’ initiative challenges perceptions around superannuation in Australia. Many Australians view superannuation as inactive or irrelevant compared to other aspects of their finances. This campaign flips that notion on its head, using the powerful image of a “monster” to advocate for greater engagement with superannuation.
- Campaign Metaphor: The metaphor of awakening your “super monster” symbolizes taking control of one’s significant financial investment.
- Visual Elements: Prominent use of a big blue monster illustrates strength and power.
- Campaign Impact: Achieved 2.9 times the average ad attention and brand consideration in the superannuation category.
Changes in Agency Representation
As ART reviews its creative account, it has emerged that M&C Saatchi will not seek to re-pitch. This marks a pivotal moment for both the agency and the trust. M&C Saatchi has been contacted for further comments regarding this decision.
Current Media Partnership
ART’s media strategy is managed by EssenceMediacom, who took over the account in July 2025. They succeeded Bohemia, the media buying wing of the M&C Saatchi Group, which has since been closed.
- Media Agency: EssenceMediacom
- Previous Media Agency: Bohemia (now closed)
- Account Transition Date: July 2025
As ART evaluates its future creative direction, changes in agency relationships may pave the way for new strategies to engage Australians with their superannuation effectively. Filmogaz.com will continue to monitor developments in this evolving landscape.
