‘It’s a bold declaration’: NRMA Insurance unveils repositioning via Accenture Song

July 22, 2024 9:52

NRMA Insurance has unveiled a new brand positioning, establishing itself as ‘A Help Company’ in a bold move to celebrate its 100-year history while looking forward to the next century, via Accenture Song.

The repositioning has been accompanied by a suite of new visual assets and a large-scale campaign, coinciding with NRMA’s broadcast partnership with Nine for the upcoming Olympic and Paralympic Games.

“Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses,” said NRMA’s chief executive, Julie Batch.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.