Acenda Life has launched its new national brand platform “Confidence at Every Stage”, developed in partnership with Bastion.
Bastion’s creative and media partnership with Acenda Life builds on communications work provided in 2025 to support the business following its acquisition by Nippon Life, demonstrating the agency’s ability to deliver integrated solutions across every stage of brand growth.
The campaign introduces Acenda Life as a new force in Australia’s insurance and retirement category, bringing together over 175 years of trusted experience under one unified brand.
Launching a new brand in a category built on long-term trust and familiarity presented a significant challenge. Bastion partnered with Acenda Life to create a distinctive platform designed to cut through the category and build trust from day one. By bringing together insights, strategy, creative and media under one integrated model, Bastion launched Acenda Life into a position of strength.
At the centre of the platform is a simple but powerful idea: confidence does not happen in isolation. It is shaped by the people around us, the protections we put in place and the certainty that someone has our back when life becomes uncertain. “Confidence at Every Stage” positions Acenda Life as the brand that helps protect and support that confidence through every stage of life.
The campaign is underpinned by a sophisticated full-funnel, multi-channel ecosystem designed to build awareness, consideration and long-term brand connection at scale. Combining audience insights, data-led media strategy and connected channel planning, Bastion developed an approach that ensures Acenda Life shows up consistently and meaningfully across every stage of the customer journey. From high-reach channels including TVC, BVOD and large format OOH, through to targeted digital, social, search and performance activity, the campaign has been designed to drive both broad market impact and deeper audience engagement, reinforcing Acenda Life’s position as a modern and trusted brand from launch.
Anna Cherry, Managing Director, Media at Bastion, said:
“Launching a new brand in a category built on trust requires a bold strategic approach and genuine integration across every touchpoint. By bringing together insights, strategy, creative and media from the outset, we were able to create a platform designed to help Acenda Life cut through and launch in a position of strength.”
Amy Greenaway, Group Chief of Staff at Acenda Life, said:
“At the heart of our brand are our customers and the moments that shape their lives. We set out to create something that genuinely connects with people, built on the belief that financial confidence comes from knowing you have the right support behind you. Whether it’s starting a family, building a home or having the freedom to live life your way in retirement, these are the life moments that bring home just how important it is to protect what matters most.”
The “Confidence at Every Stage” campaign launches nationally from June 7.
As a large independent marketing and communications agency, Bastion combines the scale and capability of a global network with the agility of an independent, delivering integrated solutions designed for the modern marketer.
