A RESURGENT Marketforce has prised the sought-after HBF account from rival agency Meerkats as the state’s biggest health insurer charts a new course for its business.
The win comes just months after the Marketforce-owned independent media buying business OMD secured HBF’s media-buying account and the appointment of Marketforce to HBF regional sub brand GMF Health.
It was Marketforce’s pitch for the GMF account, a competitive process between three agencies that laid the groundwork for its eventual appointment to the HBF marketing account.
HBF general manager of marketing, communications and product Loretta Sivwright said Marketforce’s strategic and creative approach set them apart from the competition.
“Marketforce were exceptional across all elements and we were particularly impressed with their marketing strategy,” Ms Sivwright told WA Business News.
“And they have the full resources, they are a big agency.”
HBF was part of the Meerkats stable for three years and its decision to move is understood to have been the result of several intersecting factors.
“We are about to embark on an exciting new strategy for HBF which will set us on a distinct path for the next five years,” Ms Sivwright said.
“With a new strategic direction, coupled with our normal annual review cycle of the agency arrangements we felt the time was right to review our marketing partner to ensure we had the best possible fit for our needs.”
HBF chief Rob Bransby has already revealed that engaging with the community and improving the health and wellbeing of its members is a key focus for HBF.
To this end it has aligned its high-profile brand with the Run for a Reason, Ride to Work Day and the Rottnest Channel Swim.
However, HBF’s defection to Marketforce is more than just a highly-prized client to bolster its depleted list; it’s confirmation that the rebuild chief executive John Driscoll embarked on early this year has set the 37-year-old agency on the right course.
“It is rewarding and exciting to see that we are working to a plan and that plan is being recognised and its success is evident in this appointment,” Mr Driscoll said.
“Our confidence in setting a business model appears to be on track but like any business plan we have to keep working at it.”
He said the appointment of joint creative directors Pat Lennox and Ben Green was a critical part of the turn-around strategy.
“They are very commercial in the way they view clients’ business and they are there to generate results for clients,” Mr Driscoll said.
For Meerkats, HBF’s decision to move to Marketforce is a significant blow but managing director Gavin Bain said he was very respectful of their decision.
“In three years together we have done some great work with great results and along the way we have been able to grow and attract some great talent,” he said.
Meerkats will continue to work with HBF until December.
