Expect the Unexpected

AUCKLAND, Today: Online insurance platform LifeDirect has appointed Pitchblack Partners as its lead brand and retail agency. There was no pitch, and no permanent incumbent.

LifeDirect marketing manager Matt Pearce said: “Three years ago the business took the unprecedented step of killing off brand ambassador Simon the Sloth (RIP) and relaunching with a new brand platform, and a customer drinking coffee while sitting in a shark’s mouth.

“They’re an ambitious bunch with a great product, and we’re excited about making Jaws 2.”

“The Unexpected Happens platform has helped deliver a period of sustained growth for the business, creating the cut-through to communicate the message that Kiwis need insurance to protect themselves, their families, and belongings should the unexpected happen.

“We’re looking forward to Pitchblack writing the next chapter as our brand grows.”

Pitchblack CD Tom Paine said: “Several of us worked with the LifeDirect team in a previous life; they’re an ambitious bunch with a great product, and we’re excited about making Jaws 2.”

• pitchblackpartners.com