Acenda caps off transformative period with new campaign
Ahead of the expected finalisation of the merger between Acenda (formerly MLC Life) and Resolution Life Australasia as executed by global life insurance group, Nippon Life, later this year, the former has launched a new brand platform designed to “empower Australians to live life with confidence”.
The campaign, titled ‘Take Life On’, completes the life insurer’s two-year brand transformation journey as it looked to pivot away from the MLC brand following the transaction and merger announcements in December last year.
“We have undertaken research to find out what resonates with Australians. Acenda symbolises new beginnings, ascension and progress, while maintaining the trust of a brand that has more than 135 years of pedigree and heritage,” Jane McGovern, Chief Customer and Strategy Officer for Acenda, said.
“Our rebrand to Acenda is about more than just a new name and a tagline. It’s about creating a brand that supports our organisation’s bold growth ambitions and reignites a very traditional category to sit up and pay attention.
“We have the bold ambition with this new brand to protect more Australians and their families and empower them to live an abundant life. To take life on.”
The award-winning campaign, developed in collaboration with Sydney and Adelaide-based ad agency, Richards Rose, launches in the wake of several appointments announced regarding the yet-to-be-formed Acenda Group, the end product of the Nippon Life-Resolution Life transaction and the resulting Acenda-Resolution Life Australasia merger.
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