Cummins&Partners Sydney has scored the HBF account, following a competitive pitch, AdNews can reveal.
The Works, CHE Proximity and M&C Saatchi were the other agencies believed to be involved in the pitch process. All agencies involved declined to comment.
The Works was tipped to win the account after it launched a campaign for the private health insurance company earlier this year. The campaign will still run until the end of this month.
The ad starred Paralympian Brant Garvey training for the Paralympics in Tokyo.
AdNews understands CHE Proximity was also working on a CRM project for the brand.
The health insurer giant is based in Perth and historically worked with local agencies, most recently with Marketforce.
The pitch was held as the brand aims to shift towards a national approach, favouring a Sydney-based agency.
The appointment of an agency was expected in April but was delayed due to the recent hire of John Van der Wielen to MD and CEO of the business.
The account is one of the first major wins for Cummins&Partners Sydney since it lost the Vodafone account and relocated its offices to Surry Hills.
HBF has been approached for comment.
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