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Elders Insurance Targets SMEs in Latest Campaign from The Core Agency

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Elders used real agents stories for the campaign

Elders Insurance Targets SMEs in Latest Campaign from The Core Agency

Sydney-based independent creative agency, The Core Agency, has created a new integrated campaign for their client, Elders Insurance, targeting SME business owners. The insurer is part of QBE Group’s stable of brands.

Elders Insurance is one of Australia’s largest regional and rural insurance providers, with over 100 years of experience. The Elders Insurance model is different to most traditional insurers in that it has owner-agents who live and work in their local communities. Its products include business insurance, farm insurance, personal insurance, plus fleet and commercial motor insurance.

With its offices owned and operated by their local agents, the duration of many ongoing customer relationships is in the decades – the brand’s customer retention rate remains strong in a category more known for churn.

The new work builds on the Elders Insurance ‘Our way never gets old’ Core Idea, created by the agency after it was awarded the account in early 2018. The campaign is timely in that it provides consumers reassurance and familiarity during the current period of general uncertainty.

The new campaign includes 30 sec and 15 sec TVCs, digital and social executions and, like the previous campaign, features real Elders Insurance agents in the stories.

Jon Skinner, founder and creative partner at The Core Agency said: “The longstanding customer partnerships held by Elders Insurance Agents is evidence of their extraordinary customer service. Our latest work reassures business owners that whatever life throws at them, their local Elders Insurance agent will be there for them.”

Sara Foale, chief marketing officer at QBE added: “There is no better expression of customer satisfaction than the tenure of their relationship with a brand. Our new campaign captures that truth in a fun way that communicates the Elders Insurance customer service difference.”

The Core Agency’s client list includes IGA Supermarkets, QBE Insurance, PwC, Just Better Care, Key Pharmaceuticals, Evergreen Garden Care, Elders Insurance and Beem it.

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Client: Elders Insurance / QBE Group

Chief Marketing Officer: Sara Foale

Head of Marketing: David Hirsch

Marketing Manager: Yasi Phillips


Agency: The Core Agency

Creative Partner: Jon Skinner

Creative Partner: Christian Finucane

Senior Copywriter: Kevin Macnamara

Senior Art Director: Simone Parravicini

Strategy Director: Andrew McCowan

Business Director: Rebecca Turner

Senior Account Manager: Joseph Rosslind

TV Producer: Bill Doig


Production Company: The Directors Group

Director / Editor: Hamish MacGregor

Producer: Craig Griffin

DP: Marcus Cropp

Art Director: Nikki Barba

PM/Locations: George Rubanov

Post Production: Edel, Felicity and Clare at Mr Fox

Audio & Music: Smith & Western

Stills Photographer: Nicole Reed

The Core Agency, Wed, 08 Jul 2020 22:50:44 GMT