NRMA Insurance

Anna Jackson, Brand Strategy Lead
Brent Smart, CMO

The Monkeys *Lead Agency

Fabio Buresti, Chief Strategy Officer
Hugh Munro, Head of Strategy
Mark Green, Group CEO and Co-Founder
Scott Nowell, Group Chief Creative Officer and Co-Founder
Barbara Humphries, Executive Creative Director

This is one of marketing’s greatest comeback stories. Through an unwavering commitment to long-term brand-building, a business in long-term decline transformed into a growth powerhouse. HELP’s emotionally-charged creative defied the category comedy-show, cheaper challenger brands and a global pandemic, generating $258M brand value and leading NRMA Insurance to be crowned the world’s most effective financial services brand. Or as Mark Ritson put it: “NRMA is not just a fantastic Australian case study, it could be taught at Harvard, Stanford or London Business School to illustrate absolute global best practice.”