| Winner | AMI Insurance |
| Marketing initiative | From a passive to powerful platform – how AMI re-earned category leadership |
| Marketing partners | Colenso BBDO, PHD Aotearoa |
| Finalists | 2degrees, Auckland University of Technology, Dricon, Honeysticks, Lion NZ, NZHL (New Zealand Home Loans), Pizza Hut, Skills Group, Spark New Zealand |
| Judges’ comments | “This entry was a standout, proving that true brand transformation drives outstanding business results. In an intensely competitive industry, AMI reclaimed category leadership and bottom-line growth. This shift was also transformative for customers and internal stakeholders. A brilliant demonstration of smart brand strategy energising a team and winning back the market. Congratulations!” |
Excellence in Financial & Banking Marketing Strategy
| Finalists | Bank of New Zealand, Sharesies, Westpac New Zealand |
| Judges’ comments | “The outstanding results speak for themselves. The respect given to data insights, coupled with cross-company support, led to exceptional results for customers. This entry was refreshing and unique to see the scale of the business and brand turnaround. The best example of clearly setting objectives and exceeding them.” |
A is for ally
When a fast-growing competitor was breathing down its neck, AMI didn’t need to build from scratch. It went back to its founding purpose.
AMI’s business strategy was pivotal: arrest a half decade of decline, defend market position and rebuild strength in a category increasingly defined by anxiety and eroding loyalty.
From mid-2020, “Competitor A” had grown its market share by ~1.3x; one of the fastest competitive rises the New Zealand insurance category has ever seen. This was achieved by taking share from and ultimately drawing level with AMI – the long-standing incumbent retail market leader.
Customer research identified the cause: AMI was perceived to have lost its heart.
Despite ‘On your side’ being an enduring positioning, research revealed a critical gap – it wasn’t resonating. AMI needed to redefine what it stood for and make ‘On your side’ something New Zealanders actually felt, not just heard.
Established in Christchurch more than 100 years ago as an allied mutual, AMI was built to serve local communities. It existed to stand beside the people it covered.
But over time, the central link between core brand values, the brand’s identity and lived customer experience became less clearly connected.
In an era of escalating climate events and growing financial anxiety, customers weren’t just buying cover. They were buying belief: that when everything goes wrong, someone capable and committed would stand with them.
Show up for customers
The decision that made the difference: AMI didn’t need to build from scratch. It needed to give customers tangible reasons to believe – by showing up in ways they could see, feel and share.
AMI’s Powerful Ally strategy was elevated by an underused strength: its parent company IAG.
IAG’s hub services (Roadside Rescue, MotorHub, and HomeHub) were already showing up for customers when it mattered most. They just weren’t being attributed to AMI.
The marketing strategy changed this, bringing each service under the AMI brand visually and strategically.
AMI introduced its free Roadside Rescue proposition. This was available to AMI motor policy customers – and any newly licensed driver in New Zealand, recognising their heightened vulnerability on the road.
Designed to go beyond category norms, the product was reimagined as best in market. With unlimited call outs from day one, cover for any driver of your car, and you in any car, it reframed AMI’s role from insurer to ally.
AMI also focused on claims delivery during weather events, ensured seamless operational readiness, on the ground activation and clear, empathetic customer communication.
For the first time since mid-2024, AMI became the NZ retail insurance market leader. Share has grown from an all-time low to a significant lead over the competition – and strategy led the transformation.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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