Australian Retirement Trust (ART) is reviewing its creative account, AdNews has confirmed.
The incumbent was M+C Saatchi, which has held the account since 2023, but it has decided not to re-pitch the account, according to insiders.
The 'Awaken Your Super' campaign by M+C Saatchi reported a 60% increase in new customer applications and increased engagement from existing customers since the campaign launched in April last year.
The campaign had 2.9 times the ad attention and brand consideration impact compared to the superannuation category average.
ART teamed up with specialist brand and communications insights agency Luma Research which analysed the ad using four metrics.
ART’s chief member experience officer Simonne Burnett told AdNews in 2025 that ART benchmarked ‘Awaken Your Super’ against two other campaigns.
“It came back in the top 20% of all the financial services ads that Luma had in their database,” she said.
“That was what gave us the confidence that this specific creative idea was the one that was actually resonating, so not taking our own view, but taking the view of the market that we were trying to appeal to.”
The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Australians, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money.
It shows that super can be so powerful people could think of it as a 'monster' and awakening your super 'monster' means taking control of possibly one of the biggest investments of their life – to realise their dreams for your future.
EssenceMediacom is ART's current media agency, who won the account in July 2025 from Bohemia, the retired media buying arm of the M+C Saatchi Group.
M+C Saatchi has been contacted for comment.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.