AAMI appoints Edge to social content account

By AdNews | 10 October 2013

Insurance brand AAMI has appointed content marketing agency Edge following a competitive pitch. Edge will join DTDigital, Razorfish Australia and Adobe on AAMI's roster of digital agencies.

Its remit will be to develop and execute a strategy to retain and engage AAMI customers using multimedia content such as video, imagery, editorial, infographics and audio playlists.

AAMI executive marketing manager Richard Riboni said Edge's approach to content strategy and engaging and creative delivery was the deciding factor in the pitch.

"AAMI is well known for its exceptional customer service and we've been very successful in engaging with our customers on social media in a service-based manner," he said. "We recognised we also needed to add a layer of content that will further engage our customers and help make AAMI a part of their life."

Edge head of strategy Richard Parker said: "The next layer Edge will assist with is providing exceptional content that takes AAMI’s social media channels beyond a customer service tool. This content will be underpinned for a strong long-term content strategy that is aligned with AAMI’s commercial objectives.

"Effective social media marketing today exceeds just having a presence in certain channels. The content you use and the strategy that sits behind what and when you post is critical."

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