Active Super appoints Apparent for media following pitch

Full service independent agency Apparent has been appointed by superannuation fund Active Super to lead all media duties following a competitive pitch.

Apparent secured the Active Super business following a three-way pitch and will manage media strategy, planning and buying, including performance media and SEO.

Active Super, formerly Local Government Super, rebranded in May this year and has $14 billion of funds under management. It is one of only four Australian super funds with all its products certified responsible by the Responsible Investment Association Australasia and is also certified carbon neutral by Climate Active.

Chantal Walker, Chief Digital and Marketing Officer at Active Super, said: “As we continue to tell our new Active Super story, Apparent impressed us with their expertise in driving awareness and building the brand through our responsible investing policies and highlighting our fund performance to drive acquisition.

“John and his team showed clear strategic thinking on how to grab the attention of our target audience across media touchpoints and their ability to work collaboratively with our other agency partners. We’re really looking forward to working with them to realise our ambitious growth and brand objectives.”

John Halpin, Head of Strategy and Media at Apparent, added: “It’s always great to work with an organisation launching a new brand into the market and all the exciting opportunities that presents from a media strategy perspective. It’s also satisfying to be doing it for a partner which demonstrates their values in the responsible investment of its members’ funds. We’re delighted to have been appointed and will work closely with Chantal, her team and the other agencies to make Active Super a household name.”

Active Super is the latest win for Apparent’s media division and follows the decision by Sydney Symphony Orchestra to appoint it to manage strategy, planning and media buying. Other clients include Cricket Australia, Chartered Accountants ANZ and Anglicare.

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