AHM launches tagline ‘You’re Good’ after shifting creative to The Monkeys

AHM has launched new brand platform ‘You’re Good’, representing the recent shift in its creative agency from Clemenger BBDO Melbourne to The Monkeys last year.

AHM ran a pitch process for its creative account in mid-2020. Clemenger BBDO Melbourne worked with the health insurer for three years and was responsible for the introduction of the brand platform ‘The Simple Bit’ in 2018.

The new campaign continues the simplistic black and white animations which first appeared with the launch of ‘The Simple Bit’, however the story of each character in the new campaign leads to the message of ‘With AHM, you’re good’.

A masterbrand spot has launched the campaign, and is accompanied by an ad created for AHM’s integrated partnership with the Australian Open and one that will tie in with the upcoming winter football season.

The shake-up in brand platform is owed to a change in what now Australian’s need from their healthcare, and the brand seeking to better represent the role they play in customers’ lives.

“Over the past three years, we’ve experienced a great deal of change. As a business, we’ve experienced significant growth internally, and as a brand, we’ve redefined how we look, feel and sound with our new brand platform,” said head of marketing Amanda Romeo.

“Our aspirations have also grown as we look to diversify into new services, so we knew our brand also needed to grow and allow more flex for greater opportunity moving forward.

“We are excited by our new partnership with The Monkeys, along with the new brand platform and creative we’ve developed together. We are now in a more powerful position to build on our trajectory and to play a more valuable role in our customers’ lives.”

AHM joins the slew on new business The Monkeys has amassed in the last 12 months. The agency has brought on Super Retail Group’s Rebel and Supercheap Auto (joining BCF which was won the previous year),  Audi, the Australian Grand Prix, Memories, and Tourism Western Australia.

The Monkeys Melbourne chief creative officer, Ant Keogh, spoke of the decision to maintain the style of AHM’s ads.

“The AHM brand already had a really distinctive look and feel, but playing a more emotional role pushed us to try to build greater humanity and storytelling into the creative,” he said.

“With the evolution of the more sophisticated animation, story-telling style and character development — we’re really excited about the new direction the work has taken.”

Earlier this week it was announced that DDB Sydney’s Tara Ford will be joining The Monkeys as chief creative officer. Ford will take up the role in April, following the departure of the agency’s co-founder and group chief creative officer, Justin Drape, who will work through the transition period.

The campaign will appear on TV, social, internal and CRM integration.

Clemenger BBDO Melbourne has been contacted for comment.


Client: AHM
Head of Marketing: Amanda Romeo
Senior Brand Strategy Lead: Karolina Karon
Marketing Manager: Bianca Shah
Brand & Content Manager: Josh Dorevitch
Marketing Specialist: Bronte Modica
Marketing Specialist: April Lipson

Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Creative Directors: Hugh Gurney & Joe Sibley
Creatives: Gabe Woodmansey, Jono Aidey, Connor Beaver & Scott Zuliani
Head of Planning: Michael Derepas
Group Content Director: Sophie Gosper
Content Director: Vicky Mockler
Content Executive: Ella Goldberg

Head of Production: Romanca Mundrea
Producer: Emma King
Designer: Chris Thompson

Animation: Pixel
Executive Producer: Haley Polacik
Illustrator: Jonas Claesson
Animation Director: Andrew Onorato
Animation Producer: Sophie Taylor

Sound Engineer: Ryan Dickinson @ Squeak E Clean Studios
Producers: Alice Vanderwey & Ceri Davies

Media Agency: Carat


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