Partners Life confirmed as foundation client for Special Media

Partners Life has appointed Special Media as its first retained media agency with a remit covering media strategy, planning and buying. 

Special Media was established earlier this year to provide the same creative, innovative thinking and effectiveness that Special Group has been recognised for over the past 14 years. 

“Special Group has a track record for disruption”, says Partners Life General Manager of Marketing Tina Morgan. “We love working with partners seeking to challenge convention and empower consumers, so we couldn’t be more delighted to work with their media team in addition to creative and design.” 

Special Group has been tasked with building on the success of Partners Life award-winning Get Life Right brand platform, challenging cultural stigmas towards life insurance among Kiwis and increasing their awareness of the need for financial advice. 

Briar Rowsell, Media Director at Special Group, added: “Special Media is an agency partner that can take Partners Life beyond expected or traditional media, and challenge Kiwis to think about the very real possibility that bad things can happen, and that those bad things have financial consequences. We have a fully-integrated, award-winning team – with creativity at its heart. We’re excited for the category-defying work that is already in planning for 2022. ” 

Partners Life consistently disrupt the media category through their non-traditional partnerships and platforms such as their sponsorships of 7 Days and a feature-length documentary The Pinkies Are Back shown in cinemas nationwide. 

Special Group Managing Partner and Founder Michael Redwood commented: “The Special team are loving working with Partners Life as a fully integrated team – Media, PR, Innovation, Strategy & Design are all at the heart of our creative thinking. The difference is best in class creative work that is more effective. And it’s all about how we can make a genuine difference.” 

Partners Life was founded in 2011 as is an industry leader in life and health insurance. They are a proudly New Zealand operated company and recently announced they have entered into an agreement to buy the BNZ Life Insurance from BNZ’s Australian parent company NAB (subject to approval by the Overseas Investment Office and the Reserve Bank of New Zealand). 

Special Group is enjoying an exceptional period of hard-won success and growth. It was recently picked as the best creative agency in the world by prestigious UK publication Campaign; named as the most effective agency in the Asia Pacific by the APAC Effies; and won all three ‘New Zealand Agency of the Year’ titles. 

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