Insurance provider ahm has appointed TBWA\Australia as its new creative agency partner following a competitive pitch process.

The selection is billed as a 'strategic reset' for ahm as it seeks to expand its insurance product offerings.

TBWA\Australiawas chosen, the brand said, for its 'distinctive creative approach and strategic leadership, powered by data.'

According to ahm, the TBWA team brought a Gen Z creative lens to the table, ensuring relevance with ahm's target audience. 'The agency demonstrated a deep understanding of ahm's brand and ambition,' it said.

Samantha McLeod, ahm’s Head of Marketing said, "We’re thrilled to welcome TBWA on board. They bring bold thinking, strategic depth and a challenger mindset that aligns perfectly with our ambitions."

McLeod noted, "This appointment signals exciting things to come in ahm’s brand and communications strategy. TBWA will help shape the next chapter with creativity, strategic thinking and a challenger spirit."

McLeod also acknowledged the previous agency, Droga5, for their partnership over the past five years. "I’d also like to acknowledge Droga5 for their partnership, creativity and dedication over the past five years," she stated.

Kiefer Casamore, Executive General Manager of TBWA Melbourne and Eleven, commented on the partnership's potential. "Few brands in Australia have such a distinctive tone and attitude as ahm – particularly within the insurance category. The ahm team’s ambition to drive growth through creative excellence makes this partnership a dream brief. We can’t wait to get started," he said.