Medibank Private has appointed Whybin TBWA Melbourne to its creative account, replacing George Patterson Y&R Melbourne.
Whybin TBWA has emerged victorious from a protracted pitch against incumbent GPY&R, DDB Melbourne and BMF.
The pitch has been ongoing for six months and is one of the most widely watched in Melbourne.
The decision to review its creative account followed the exit of head marketer Tony Hall mid-last year. He was replaced by general manager, marketing Chris Carroll.
Carroll said: "Medibank is going through an exciting transformation from health insurance to health assurance. As we embark on this new chapter, we're excited to have Whybin\TBWA Melbourne on board to deliver on our communication objectives. They presented the most insightful, creative and integrated approach during the pitch process, which complements our new direction.
"I'd like to extend my thanks to George Patterson Y&R and BoilerRoom for all their hard work and dedication to Medibank."
Medibank Private spent an estimated $25.4 million on main media in the 12 months to March 2012, up from $15.0 million in prior period, according to Nielsen.
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