HBF has appointed Starcom Australia lead media agency following a competitive pitch which ended a five-year relationship with UM.
The appointment supports the health fund's national strategy launched in July, which aims to significantly expand its membership base beyond its traditional Western Australian stronghold.
HBF operates as Australia's second-largest not-for-profit health fund.
"Starcom Australia impressed us with the energy, creativity and ambition they brought to the table," said Owen Davies, general manager marketing at HBF.
"Their team showed a clear drive to challenge convention and deliver commercial outcomes which are qualities that strongly align with our bold culture and growth mindset."
Starcom Australia will handle media strategy, planning and buying across brand, performance, traditional and digital channels, supported by data analytics. The agency will work to accelerate HBF's national expansion plans in an increasingly competitive health insurance market.
The appointment follows a rigorous tender process designed to identify a media partner capable of delivering measurable outcomes in what HBF describes as a dynamic media landscape.
"Combined with their depth of strategic thinking and innovative, data-led approach, we're confident in Starcom Australia's ability to support our strategy and national expansion plans," Davies said.
The partnership represents a significant shift for HBF as it moves to strengthen its national presence and implement its new vision to "create a healthier tomorrow".
"This partnership is a significant step forward in how we connect with Australians, grow our national presence and bring to life our new vision to create a healthier tomorrow," Davies said.
HBF acknowledged UM's contribution during the five-year partnership, crediting the agency with helping build a strong foundation for brand and member engagement.
"We also want to sincerely thank UM for their valued contribution over the past five years," Davies said.
"Their support has played an important role in helping us build a strong foundation for our brand and member engagement and we're grateful for the partnership."
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