AHM hands creative and comms duties to TBWA
Kiefer Casamore of TBWA Melbourne
Australian health insurer AHM (styled “ahm”) has handed over creative duties to TBWA following a pitch earlier this year.
The deal, which includes social media and public relations, marks the end of the Medibank-owned insurance firm’s five-year partnership with The Monkeys, almost a year after the agency officially merged with Droga5.
AHM, which was one of the Medibank brands affected by a widespread cyber security hack in 2022, is said to have chosen TBWA to bring “a Gen Z creative lens” to the company.
This will focus on “ensuring relevance with AHM’s target audience, and demonstrating a deep understanding of AHM’s brand and ambition”, according to a TBWA announcement.
“This appointment signals exciting things to come in AHM’s brand and communications strategy. TBWA will help shape the next chapter with creativity, strategic thinking and a challenger spirit,” AHM’s head of marketing Samantha McLeod said.
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McLeod also “acknowledged Droga5 for their partnership, creativity and dedication over the past five years.”
AHM is widely known for its popularity among international students and new arrivals to Australia, many of whom are required by law to hold private health insurance.
According to TBWA Melbourne’s and Eleven’s executive general manager Kiefer Casamore, the brand has a distinctive tone and attitude, “particularly within the insurance category”.
Before appointing The Monkeys in 2020, AHM previously worked with Clemenger BBDO Melbourne.
