NRMA Insurance crowned Marketing Team of the Year at AWARD Awards

News Plus 24 May 2021 - 2 min read

NRMA Insurance crowned Marketing Team of the Year at AWARD Awards

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Tags: NRMA Brent Smart Marketing Marketing Team of the Year AWARD Awards awards CHE Proximity Revolver

NRMA Insurance's marketing team recognised as the region's leading creative marketers after scooping a total of 24 gongs at the 42nd annual AWARD Awards.

What you need to know:

NRMA Insurance has been crowned Marketing Team of the Year at the 42nd annual AWARD Awards.
The brand's work collected 24 awards including seven Gold, seven Silver and 10 Bronze pencils.
IAG Insurance CMO Brent Smart said the award recognised the team's work to create a creative brand in a challenging category.
Smart said creativity has played a crucial role in changing both the brand and the business.
NRMA's agency CHE Proximity was crowned Agency Network of the Year.
Other agency winners included Saatchi & Saatchi Melbourne, Special Group New Zealand and WiTH Collective. Revolver was named Production Company of the Year.
More awards will be announced at the AWARD Creative Festival in August.

NRMA Insurance marketers have beat out peers from “more creative and innovative” categories to be crowned Marketing Team of the Year at the 42^nd annual AWARD Awards.

The awards, which celebrate the most outstanding creative advertising in the Asia Pacific region, recognised the marketing team’s work to push creative boundaries and deliver industry-leading work.

NRMA’s campaigns were highly awarded across the awards categories collecting a total of 24 awards including seven Gold, seven Silver and 10 Bronze pencils.

Brent Smart, CMO at IAG Insurance, said the award recognised the work the marketing team had invested in creating a strong emotive brand in a challenging category.

“To be awarded the most creative client in Australia and work in a category like insurance rather than other categories that are perceived as more creative, innovative and entertaining is something I am super proud of.”

“My personal view is there is no such thing as low involvement categories, there’s only low involvement marketing. So you have to work extra hard to make it engaging and make it interesting and create a higher involvement for people. And that’s why we work extra hard to be creative and really surprising.

“The winning work were real campaigns we developed based on real business needs and real briefs. We weren’t chasing awards, we brought creativity to business problems. That creativity has changed our brand and our business.”

The NRMA winning campaigns were: First Saturday, which called on Australians to dedicate the first Saturday of every month to make their homes safer; Sloways, which provided caravan-friendly driving routes to encourage Australians to get off highways and explore regional communities; HELP! The Game, a board game based on real-life risks and natural disasters that aimed to highlight the importance of insurance, and Sleeper, a film reminding drivers to stay alert and safe on the roads during the holiday season.

NRMA’s agency CHE Proximity was crowned Agency of the Year after scooping eight Gold pencils, four for NRMA and another four for Genea.

Saatchi & Saatchi Melbourne, Special Group New Zealand and WiTH Collective received six Gold pencils for work for The Royal Australian Mint, Every Kiwi Vote Counts and Tourism New Zealand, and ASB Bank, respectively.

Revolver was named Production Company of the Year for the second consecutive year.

A total of 58 Gold pencils were awarded across 25 different campaigns, along with 58 Silver and 117 Bronze pencils.

AWARD Chair Cam Blackley said, “One of the things that make the AWARD Awards the greatest creative show in our region is that every year we see ideas brought to life that aren’t just the best in Asia-Pacific but rank up there with the best in the world.”

Special awards including Individual Agency of the Year, Individual Director of the Year, Emerging Indigenous Creative Talent and APG Grand Award, will be announced as part of the new AWARD Creative Festival, which will take place in August.