Independent creative challenger-brand agency Mr Wolf selected as creative agency of record for direct life insurer NobleOak following competitive pitch.

Mr Wolf has been appointed creative agency of record for NobleOak, Australia’s only independent direct life insurer, following a competitive pitch.

NobleOak targets the mass affluent market with fully underwritten life insurance at competitively priced, no-middle-man rates — a model that’s earned it the Canstar Direct Life Insurance award for outstanding value four years running. Mr Wolf’s brief covers a fully integrated campaign: a multi-spot TV campaign, digital, social, plus supporting OOH, print and retail.

Anthony Brown, CEO of NobleOak, said the depth of Mr Wolf’s thinking stood out through the pitch process: “It was refreshing to work with an agency with a genuine passion for developing solutions that we believe will have a profound impact on the success of our business.”

Michael Stevenson, managing partner at Mr Wolf, said the appointment felt like a natural fit despite NobleOak’s long history: “Even though they were established over 140 years ago, their approach to business is very much one of a challenger and disruptor, so we’re excited about the opportunities that lie ahead.”

Tony Singleton, managing partner at Mr Wolf, pointed to the category challenge ahead: “We all know that getting people to think about, let alone prepare for, the future is a tough challenge – even more so when it involves confronting your own mortality. So it’s great that NobleOak are really embracing what it means to be a challenger brand.”

Read more at Campaign Brief here.

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