HCF appoints BMF as lead creative agency

HCF, Australia’s largest not-for-profit private health fund, has appointed BMF as its new lead creative agency after a competitive pitch process. BMF will collaborate with Spark Foundry, which manages media for HCF, and other partners within the fund’s agency village to develop brand and communications strategy. The appointment is effective immediately.

The appointment ends HCF’s relationship with Clemenger BBDO, which concluded following consolidation within the Clemenger Group that created a client conflict.

The review, managed by consultancy TrinityP3, began with 12 agencies before being narrowed to a shortlist of four. Final presentations were made to HCF’s executive leadership, with BMF selected as the winning agency.

Martin Whelan, general manager marketing, HCF: "After a robust review process, we are excited to appoint BMF and look forward to working with them in further strengthening our position as Australia’s largest not-for-profit private health insurer. We have an already strong campaign platform and through the new partnership with BMF we are excited to see how it can further develop."

The partnership reflects HCF’s aim to reinforce its brand presence and use creative effectiveness to engage members and the wider community.

Stephen McArdle, CEO, BMF: "We are excited to be appointed to work with HCF. This is an opportunity to shape and lift the profile of one of Australia’s great brands. We can’t wait to get started."

www.hcf.com.au

www.bmf.com.au

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