Published on: September 29, 2026
Insignia Financial has appointed Wavemaker Australia as its media agency partner following a competitive agency review.
Under the new partnership, Wavemaker will be responsible for media strategy, planning and activation across Insignia Financial’s brand portfolio. This includes financial advice businesses Bridges and Shadforth, alongside superannuation and investment brands MLC, Expand and Plum.
Wavemaker will leverage WPP Media’s data, analytics and technology capabilities, including the WPP Open platform, to support media planning, measurement and investment decisions. The approach is designed to bring brand and demand activity together through a unified and accountable media system.
The agency’s first project for Insignia Financial will focus on MLC Superannuation’s ‘The Heist’ campaign, developed by Princess. The campaign forms part of Insignia Financial’s efforts to strengthen consideration for MLC.
Renee Howie, Chief Customer Officer at Insignia Financial, said: “As we look to the next stage of growth for MLC, Shadforth and Bridges, we want to drive focus in how use media to help us connect more meaningfully with Australians.
“Wavemaker stood out for the strength of its strategic thinking and its ability to bring data, technology and creativity together in a way that drives action. Just as importantly, they share our focus on turning insight into better decisions and better experiences for our members.
“Together, we’ll build a connected approach to media that helps us move with greater confidence, respond faster to changing customer needs and maximise the impact of every dollar we invest. This is critical at a time when Australians are looking for more support and guidance on planning their financial futures and our portfolio of brands is entirely oriented to serving those needs.”
Peter Vogel, CEO of Wavemaker AUNZ, said: “Insignia Financial has bold and ambitious plans to grow its brands and reshape how Australians engage with their financial futures. We are thrilled to be joining the business at such an important moment.
“Our team will bring the strategic courage and category expertise to create momentum, backed by WPP Media’s scale, predictive intelligence and connected technology platform. Together, we will turn deeper consumer understanding into sharper media decisions and measurable growth.”
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