Medibank Group has appointed Accenture Song as its media agency partner following a competitive market review. A month ago B&T revealed that Accenture Song was poised to take over the account from Carat (now Dentsu).
The partnership, which commences in December 2026, supports Medibank Group’s “continued focus on creating more connected customer experiences across its portfolio of brands, while strengthening customer engagement, improving media effectiveness and delivering sustainable business growth”.
Accenture Song will work closely with Medibank Group to transform its media capability, bringing together technology, data, talent and strategic expertise to create more connected and effective customer experiences.
Medibank CMO Geoff Ikin said the appointment reflects Medibank Group’s ambition to grow as a health company and continue evolving how it engages customers across its portfolio while ensuring media investment delivers stronger enterprise outcomes.
“As one of Australia’s largest health companies, we are focused on creating more relevant and personalised experiences for our customers across every interaction,”Ikin said.
“We felt a real cultural alignment between our teams from the outset. Accenture Song has a genuinely differentiated proposition in market that brings together outstanding talent, technology and strategic firepower, as well as the transformation capabilities needed to help us accelerate growth across the portfolio.
“Media plays an increasingly important role in how people discover, engage with and experience our brands. The partnership with Accenture Song will help us accelerate our ability to connect data, technology, creativity and customer insight in ways that improve effectiveness and deliver better outcomes for customers.
“We would also like acknowledge our long-standing relationship with Dentsu and thank them for their partnership and contribution over many years. They have played an important role in supporting our brands and helping us build strong media capabilities, and we appreciate their commitment to Medibank Group throughout that time.”
The new partnership will span media strategy, planning and buying across Medibank Group, and support the organisation’s continued investment in customer experience, effectiveness, technology enablement and marketing transformation.
Accenture Song managing director Sam Geer said: “When we imagined the kind of businesses we wanted to partner with in Australia, Medibank Group was right up there.
“We felt immediate chemistry with the entire team across Medibank, ahm and the broader enterprise from day one. There is a strong alignment between our cultures, our ambitions and our belief in the transformative power of media.
Accenture Song’s MD Chris Colter added: “Medibank Group plays an incredibly important role in Australian life and culture. We believe every customer touchpoint can be as distinctive as the content it distributes and the opportunity to continue to prove this with such iconic brands is one we couldn’t be more excited for. We are incredibly proud to be partnering with the team as they chart the next era of for Medibank Group and its customers.”
