Medibank reviews $15m media account

Josh McDonnell
By Josh McDonnell | 8 May 2019

Australian private health insurer Medibank is reviewing its $15 million media account, AdNews can reveal.

The account has been held by Carat since 2015, after it took over the account from defunct Dentsu Aegis Network media agency Huckleberry.

Medibank declined to comment on the pitch. Carat also has fellow private insurer AHM, raising questions over whether there is any conflict of interest for other agencies managing similar clients.

This is the second pitch to be revealed by AdNews today, with online higher education organisation Open Universities Australia also pitching its media account, which is held by Carat sister agency, Dentsu X.

In the world of private health insurance Mindshare has Bupa (appointed in late 2016), Ikon consolidated the NIB media account this time last year, while Spark Foundry (formerly Blue 449) manages HCF.

This is the lastest in a growing number of clients pitching or exiting Denstu Aegis Network-owned agencies. Today, AdNews also revealed that long-time Dentsu X client The Good Guys shifted its media account to Stratosphere.

Asahi Beverages yesterday consolidated its media buying under OMD Melbourne, with Schweppes and Asahi's alcholic beverages' accounts moving out of Carat and Vizeum. 

Over the past six months, Carat has lost several other key accounts, including Virgin Australia, Super Retail Group and Bega.

Despite this, the agency has seen success in both Perth and Adelaide, retaining Cash Converters in WA, while being appointed to the SA Government's media panel.

The Medibank pitch continues the ongoing stream of clients looking to move their media accounts, with OMD last week securing the $40m Super Retail Group account and Intitiative being appointed to the $30m Carnival Cruise account, while the likes of Red Bull, the AFLVirgin Australia and Tourism NZ have all moved their accounts in the last five months.

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