AMP, a major financial services group, has chosen Avenue C to handle its media planning and buying following a competitive pitch process.
Key Takeaways:
- Avenue C wins AMP’s media account, excluding search and affiliate marketing
- AMP aims to align brand and performance across media activities
- The partnership focuses on full-funnel media thinking and performance integration
AMP’s Strategic Shift in Media Management
AMP’s decision to appoint Avenue C marks a significant change in its marketing strategy. The financial services giant is looking to create a more cohesive approach by aligning brand and performance across its media activities. This move could potentially influence how other companies in the financial sector, including those involved in gambling-related financial services, approach their media strategies.
Hugo Cutrone, Managing Partner at Avenue C, expressed enthusiasm about the new partnership: “From day one, there was strong alignment around how we could elevate their brand through full-funnel media thinking and smarter performance integration.”
Retaining In-House Control
It’s worth noting that AMP will continue to manage search and affiliate marketing in-house. This decision highlights the importance of these channels in AMP’s overall marketing mix. For companies in the gambling industry, which heavily rely on affiliate marketing, this approach of maintaining direct control over certain marketing channels while outsourcing others could serve as a valuable case study.
AMP’s Perspective on the Partnership
Tina Cleary, AMP’s Chief Marketing Officer, explained the reasoning behind selecting Avenue C: “Throughout the pitch process, Avenue C demonstrated a deep understanding of our ambitions and a real mastery of full-funnel media thinking. Their team brought a sharp strategic lens paired with an impressive ability to connect long-term brand growth with short-term performance outcomes.”
Implications for the Media Landscape
This win further solidifies Avenue C’s position as a leading independent media agency in the country. The agency’s success in securing AMP’s account, especially given the competitive nature of the pitch, may lead other financial and gambling-related companies to reassess their media partnerships.
Previous Agency Relationships
Prior to this change, Omnicom creative agency CHEP held both media and creative accounts for AMP. CHEP was appointed as the brand’s creative agency in 2022 after a competitive review. This shift in AMP’s agency relationships demonstrates the dynamic nature of the marketing industry and the importance of agencies continually proving their value to clients.
As the financial services and gambling industries continue to evolve, companies will likely keep a close eye on how AMP’s new media strategy unfolds. The success or challenges faced in this partnership could influence future decisions on media planning and buying across these sectors.
