HBF, Australia’s second-largest not-for-profit health fund, has appointed Starcom Australia as its lead media agency following a competitive pitch.
The appointment comes after a five-year relationship with UM. HBF said the “rigorous” tender process sought to identify the ideal media partner to accelerate its national growth ambitions and deliver measurable outcomes in an increasingly dynamic media landscape.
The new partnership supports HBF’s five-year strategy launched in July, which includes a focus on significantly growing its national membership base and reinforces HBF’s long-standing commitment to proactively supporting the health and wellbeing of its members.
Starcom Australia’s remit will span media strategy, planning and buying across brand, performance, and traditional and digital channels, underpinned by advanced data analytics.
Owen Davies, general manager, marketing, HBF, said: “Starcom Australia impressed us with the energy, creativity and ambition they brought to the table. 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.
“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.
“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.
“We also want to sincerely thank UM for their valued contribution over the past five years. 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.”
Starcom and UM both declined to comment.
