Suncorp has appointed OMD Australia as its master media agency, in a move that supports the insurer’s shift to a network-of-brands model with Suncorp as the national masterbrand.

Effective Dec. 1, OMD will manage the media planning and buying for the Brisbane-based insurance group’s network of brands, including Suncorp, AAMI, GIO, and APIA.

OMDs “wealth of experience and capabilities will play a critical role in accelerating our masterbrand strategy and strengthening our customer connections,” said Mim Haysom, Suncorp executive general manager of brand and marketing. “OMD will be an invaluable extension of our brand and marketing team, providing strategic support on our media strategy, third-party analytics, and account management across all our brands.”

Aimee Buchanan, OMD Australia CEO, said the partnership represents the right cultural fit between the businesses and “creates an opportunity for us to challenge each other to drive growth for Suncorp.”

Haysom also thanked former partner Publicis Media for its many years of service.

“We look forward to continuing our ongoing partnership with Publicis and Leo Burnett as our wonderful and talented creative partners,” Haysom said.