Appointed as media and creative agency.
Acenda Life has appointed Bastion as creative and media account to launch its campaign, ‘Confidence at Every Stage.’
Bastion’s partnership with Acenda Life builds on communications work provided in 2025 to support the business following its acquisition by Nippon Life.
The campaign introduces Acenda Life as a force in Australia’s insurance and retirement category, bringing together more than 175 years of trusted experience under one unified brand.
At the centre of the platform is a simple but powerful idea: confidence does not happen in isolation. It is shaped by the people around us, the protections we put in place and the certainty that someone has our back when life becomes uncertain.
“Launching a new brand in a category built on trust requires a bold strategic approach and genuine integration across every touchpoint,” said Bastion managing director, media, Anna Cherry.
“By bringing together insights, strategy, creative and media from the outset, we were able to create a platform designed to help Acenda Life cut through and launch in a position of strength.”
The “Confidence at Every Stage” campaign launches nationally from June 7.
“At the heart of our brand are our customers and the moments that shape their lives,” said Acenda Life group chief of staff, Amy Greenaway.
“We set out to create something that genuinely connects with people, built on the belief that financial confidence comes from knowing you have the right support behind you.
“Whether it’s starting a family, building a home or having the freedom to live life your way in retirement, these are the life moments that bring home just how important it is to protect what matters most.”
