QBE Insurance ‘On Q’ for Small Business in New Campaign


QBE Insurance


The Core Agency

QBE has launched a new integrated marketing campaign highlighting how QBE Insurance is there for thousands of Australian small businesses every day. The campaign builds on the launch of QBE Australia’s brand platform in 2021 – ‘Before & After’ and was devel in partnership with The Core Agency.

The campaign features the first day of two new small business owners, a café owner, and a busy tradie.

Using the brand mnemonic, ‘Q the…’ – ‘Q the morning rush’, ‘Q the late nights’, ‘Q the butterfingers’, the two 30-second TV commercials highlight the ongoing challenges of operating a small business and how easy it is to get back on track with QBE Insurance when things don’t go to plan.


The campaign ties into QBE’s broader SME initiative, with a new direct product offering, launched that enables small businesses within select criteria to secure quick and simple insurance quotes online.

“Small business owners experience a range of emotions, from the challenges of getting a business off the ground and the first day nerves, to the ongoing ‘what ifs’ and unforeseen accidents that can happen,” said David Hirsch, head of marketing & Insights at QBE Australia Pacific.

“Every small business and the way it operates is unique, and QBE is there to support them through every step of the insurance process.”


The national campaign will feature across radio, social media, digital display, and press.


Client: QBE Insurance

Head of Marketing: David Hirsch

Business Marketing Specialist: Brigid Moloney
Sponsorship Manager: Warwick Symcox

Creative agency: The Core Agency

Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner

Senior Copywriter: Kevin Macnamara

Managing Partner: Rebecca Turner

Head of Strategy: Clare La Palombara
Account Director: Joseph Rosslind
Producer: Meredyth Judd
Production: Eight Productions
Director: Tourist/Mitch Green
Executive Producer: Lib Kelly
Sound: Sonar Music
Media: Customedia

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours