Published on: September 4, 2026
Saatchi & Saatchi has secured the creative account for Australian Retirement Trust (ART) following a competitive agency pitch.
The Publicis-owned agency will lead ART’s creative strategy and communications, with a mandate to take forward the super fund’s existing “Awaken Your Super” brand platform.
The appointment comes after ART initiated its creative review earlier this year. Three-year incumbent M&C Saatchi chose not to participate in the pitch.
M&C Saatchi had developed the “Awaken Your Super” platform through its “You’re Sitting on a Monster” campaign, which used a large, fuzzy blue monster to symbolise members’ neglected superannuation.
The campaign subsequently topped Cubery’s quarterly “Hot List”, which measures the commercials generating the highest levels of salience among Australian audiences.
Commenting on the new partnership, Simonne Burnett, Chief Member Experience officer at ART, said the appointment was aimed at supporting the fund’s future brand development and growth.
“We have an important role to play as guardians of our members’ retirement savings. Our Awaken Your Super campaign is all about helping members connect with their super, and it’s important we partner with a creative agency that shares that purpose,” she said.
“Saatchi & Saatchi demonstrated a deep understanding of our members, along with the strategic rigour and creativity needed to help shape the next phase of our campaign.”
The latest creative agency appointment follows ART’s decision last year to move its media account to EssenceMediacom after incumbent Bohemia, the former media arm of M&C Saatchi, was sunset.
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