NRMA Insurance was “tanking” before IAG CMO Brent Smart returned from New York and appointed Accenture’s The Monkeys, without a pitch, in an early Australian textbook execution of Les Binet and Peter Field’s work around the business impact of investing long-term in brand. Smart went further but was unwavering from the get-go – as were The Monkeys - about returning to “HELP" in late 2017, according to a redacted entry submission to the Effies seen by Mi3. A series of brand-led campaigns, spearheaded by The Monkeys, took out the Advertising Council’s Grand Effie Award last month for returning the ailing insurance company to category-leading growth. But just how bad were things at NRMA Insurance, and how and why did they return to a 20-year-old idea? Smart and The Monkeys’ CEO Mark Green and Chief Strategy Officer Fabio Buresti get brutally honest.  

NRMA Insurance was &ldquo;tanking&rdquo; before IAG CMO Brent Smart returned from New York and appointed Accenture&rsquo;s The Monkeys, without a pitch, in an early Australian textbook execution of Les Binet and Peter Field&rsquo;s work around the business impact of investing long-term in brand. Smart went further but was unwavering from the get-go &ndash; as were The Monkeys - about returning to &ldquo;HELP" in late 2017, according to a redacted entry submission to the Effies seen by Mi3. A series of brand-led campaigns, spearheaded by The Monkeys, took out the Advertising Council&rsquo;s Grand Effie Award last month for returning the ailing insurance company to category-leading growth. But just how bad were things at NRMA Insurance, and how and why did they return&nbsp;to a 20-year-old idea? Smart and The Monkeys&rsquo; CEO Mark Green and Chief Strategy Officer Fabio Buresti get brutally honest. &nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

NRMA brand was ‘tanking’: Why Brent Smart and The Monkeys won the 2021 Grand Effie: $300m lift in brand value after four years investing 70% of budget in brand over performance; competitors treating customers as ‘fools’

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