Credit: Richard Rose
Creative agency Richards Rose has helped Life insurance company MLC Life rebrand as Acenda following its pending merger with Resolution Life Australasia, which will scale the business to more than two million customers
A marketing campaign featuring the brand platform Take Life On launched this week across multi-media, customer communications and partner engagement.
"We were very proud to partner with MLC Life to create Acenda and then the organising idea, Take Life On, to help galvanise their growth ambitions across the entire business," said Richards Rose chief executive Digby Richards.
"Take Life On brings credible stretch to a company with exceptional trust that is expanding into new segments to become a more holistic partner for people's retirement phase of life."
The rebrand aims to transform the traditionally passive relationship most Australians have with their life insurer into a more active one.
"Acenda symbolised new beginnings, ascension and progress, while maintaining the trust of a brand that has more than 135 years of heritage," said Acenda chief customer and strategy officer Jane McGovern.
"We have the bold ambition with this new brand to protect more Australians and their families and empower them to love an abundant life. To take life on."
The new brand name implies momentum, uplift and progress, aiming to help people be better prepared for retirement rather than just well protected.
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