The win adds to Avenue C’s recent run of new business.
Avenue C has been appointed by AMP to lead its media planning and buying, following a competitive pitch.
The remit excludes search and affiliate marketing, which will remain in-house.
The move marks a shift in AMP’s marketing strategy, as the financial services group looks to align brand and performance across its media activity.
Managing partner at Avenue C, Hugo Cutrone, said the agency looked forward to working with the AMP.
“From day one, there was strong alignment around how we could elevate their brand through full-funnel media thinking and smarter performance integration,” Cutrone said.
AMP chief marketing officer Tina Cleary said Avenue C stood out during the pitch for its strategic approach and understanding of the business.
“Throughout the pitch process, Avenue C demonstrated a deep understanding of our ambitions and a real mastery of full-funnel media thinking,” Cleary said.
“Their team brought a sharp strategic lens paired with an impressive ability to connect long-term brand growth with short-term performance outcomes.”
The win adds to Avenue C’s recent run of new business and further consolidates its position as one of the country’s leading independent media agencies.
AdNews reported in March that Omnicom creative agency CHEP was the incumbent on both media and creative accounts.
CHEP was appointed as the brand's creative agency in 2022 after a competitive review.
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