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Apparent appointed by super fund Active Super for media duties

Sydney, Australia – Full-service independent agency Apparent has been appointed by Active Super, a local-based profit-to-member superannuation fund, to lead and handle its media business.

The agency has secured the Active Super business following a three-way pitch and will manage media strategy, planning, and buying, including performance, media and SEO.

Chantal Walker, chief digital and marketing officer at Active Super, said, “As we continue to tell our new Active Super story, Apparent impressed us with their expertise in driving awareness and building the brand through our responsible investing policies and highlighting our fund performance to drive acquisition.”

Walker also added that Apparent’s team showed clear strategic thinking on how to grab the attention of their target audience across media touchpoints and their ability to work collaboratively with their other agency partners.

Active Super, formerly Local Government Super, rebranded in May this year and has AU$14b of funds under management. It is one of only four Australian super funds with all its products certified responsible by the Responsible Investment Association Australasia and is also certified carbon neutral by Climate Active.

Meanwhile, John Halpin, head of strategy and media at Apparent, added, “It’s always great to work with an organization launching a new brand into the market and all the exciting opportunities [that present] from a media strategy perspective.”

He added, “It’s also satisfying to be doing it for a partner which demonstrates their values in the responsible investment of its members’ funds. We’re delighted to have been appointed and will work closely with Chantal, her team, and the other agencies to make Active Super a household name.”

Active Super is the latest win for Apparent’s media division and follows the decision by Sydney Symphony Orchestra to appoint it to manage strategy, planning, and media buying.