Insignia Financial Group has announced the appointment of Kaimera and 72andSunny as the new media and creative agencies for its superannuation brand, MLC.

The agency review process began in the second half of 2023, with Sydney-based independetn Kaimera taking on media strategy, planning and implementation for MLC, an account estimated to be worth around $7-8 million. 72andSunny will be responsible for developing MLC’s new strategic and creative direction.

This marks the first creative agency partnership for MLC since it became part of Insignia Financial Group three years ago. MLC, formerly an investment arm of the National Australia Bank (NAB), was sold to Insignia Financial Group in 2021. Insignia Financial Group now operates the MLC superannuation business and licenses the insurance brand MLC Life to Japanese insurance company, Nippon Life, in the Australian market.

72andSunny was selected as the new creative agency for MLC following a competitive pitch process. 72andSunny is a strategy, advertising and design company with studios in LA, NY, Amsterdam and ANZ, working with brands including Google, Taco Bell, Who Gives A Crap, BCF, Adobe and Amazon.

Ross Berthinussen, CEO 72andSunny ANZ said: "It’s an exciting time in MLC’s 130 year journey as they look to transform. We can’t wait to partner with them to redefine the MLC brand for a new generation of Australians."