AMP appoints Avenue C to lead media planning and buying

Independent agency Avenue C has secured the national media planning and buying account for AMP, following a hotly contested pitch process.

The appointment excludes search and affiliate marketing, which remain in-house, but marks a significant shift in the AMP’s media strategy as the financial services company pushes into a new phase of customer engagement and product innovation.

“Throughout the pitch process, Avenue C demonstrated a deep understanding of our ambitions and a real mastery of full-funnel media thinking,” AMP chief marketing officer Tina Cleary said. “Their ability to connect long-term brand growth with short-term performance outcomes stood out.”

Avenue C managing partner Hugo Cutrone said there was strong alignment “from day one” around elevating AMP’s brand through smarter performance integration and strategic media planning.

“We’re incredibly proud to be joining AMP on this next phase of their transformation,” he said. “AMP is a brand with rich heritage and big ambition, and we’re excited to help bring that vision to life.”

The win reinforces Avenue C’s momentum in the independent agency space, adding to a string of recent client gains as the agency builds its profile in the financial services sector.