Australian Retirement Trust Shakes Up Creative: What's Next After Award-Winning 'Awaken Your Super' Campaign?

Australian Retirement Trust (ART) is conducting a review of its creative account, marking a significant shift in its marketing strategy. This move comes after a highly successful three-year partnership with incumbent agency M&C Saatchi.

A Fruitful Partnership Comes to an End

ART and M&C Saatchi have enjoyed a very fruitful relationship since the agency won the account in 2023. Together, they launched the award-winning 'Awaken Your Super' campaign, which has garnered numerous accolades for the superannuation firm.

The 'Awaken Your Super' Campaign: A Creative Powerhouse

The campaign centered on a powerful visual metaphor—a big blue monster—to challenge the perception that superannuation is passive or irrelevant. It aimed to awaken Australians to the potential of their super as a significant investment.

Key achievements of the campaign include:

• Creating 2.9 times the ad attention compared to the superannuation category average.
• Significantly boosting brand consideration impact.
• Encouraging people to reappraise their relationship with their super.

What's Next for ART?

M&C Saatchi has declined to re-pitch for the account, leaving the creative duties up for grabs. EssenceMediacom continues to handle ART's media account, which it won in July 2025 from Bohemia.

This review signals a new chapter for ART as it seeks fresh creative direction to build on the success of its previous campaigns.