HBF health insurance reviews creative

Lindsay Bennett
By Lindsay Bennett | 13 March 2017

Insurance giant HBF is reviewing its creative account, putting its incumbent agency Marketforce on notice after six years.

HBF confirmed there are five agencies pitching for the account. CHE Proximity, M&C Saatchi, The Works and Cummins&Partners are thought to be participating.

Meerkats previously held the HBF account before losing it to Marketforce in 2011. AdNews understands the Perth-based was involved in the early stages of the pitch, which included 12 agencies.

The health insurer giant is based in Perth and historically worked with local agencies, but now wants to be more national in its approach and is understood to favour appointing a Sydney-based agency.

An HBF spokesperson says a decision is likely to be made within the next month. 

AdNews understands the move is a review rather than a decision to change agencies.

Marketforce has created significant campaigns for the brand. Last year it launched a new positioning that asked ‘Are you with HBF?’, which aimed to provide a more realistic perception of health and its challenges.

All agencies have been approached for comment.

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