Aware Super has chosen Atomic 212 as its new go-to media agency, Mumbrella understands, ending its relationship with Publicis agency Starcom.
The move to independent agency comes after chief marketing officer Gretchen Fox joined the brand in May this year, following an eight-month stint as acting director at Teach for Australia.
Aware Super’s first brand campaign in 2020
Prior to this role, Fox held senior marketing roles at health insurer Bupa, joining the brand in 2017, and before that at Origin Energy.
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Aware Super and Atomic 212 both declined to comment on the decision.
Fox and Atomic 212 have worked together before, with Fox leading the insurer’s marketing output when he named the media agency in 2019 following a pitch, ending a three-year relationship with GroupM’s Mindshare.
Aware Super is currently ranked as the second-largest super fund in the market by total assets, behind AustralianSuper. His media spending is estimated at around $15 million a year.
This comes two years after the super fund was rebranded from First State Super, the change to better reflect why Aware Super is different from other funds.
With the incumbent losing out on the pitch, it comes shortly after agency Publicis Groupe also saw its SEEK account disappear in a realignment with UM Australia last week. Publicis will, however, be supported by retaining its business with retail giant Aldi, reports this morning.
The win is the third in recent months for Atomic 212, which recently introduced Price Attack and Freedom Kitchens, after retaining business with Origin Energy earlier this year.
