Four agencies delivering final presentations tomorrow for $20m Medibank account
Four media agencies will line up in the final round of the media pitch for Australia’s largest private health insurer Medibank Private, Mumbrella can reveal.
Tomorrow in Melbourne there will be a faceoff between UM and Mindshare, incumbent Huckleberry and its sister agency Carat, in what appears to be rearguard action by Dentsu Aegis to defend the lucrative $20m media account.
Mumbrella revealed the pitch in February, with the initial shortlist also including PHD and Starcom, however both of those agencies have withdrawn in part to pursue another major Melbourne media account Disney.
All agencies contacted declined to comment on the pitch.
At the time the pitch was called a spokeswoman for Medibank told Mumbrella: “Following a highly beneficial seven year relationship with our current media agency, Medibank is reviewing its arrangements.
“In today’s rapidly changing media landscape, we want to ensure that we are best equipped to address the company’s growing needs and long term vision. We have commenced the process of shortlisting agencies and will make a further announcement when we are in a position to do so.”
Nielsen estimates Medibank Private had a media spend of $14.5m in the 12 months to Dec 2014, however this figure is thought to dramatically underestimate Medibank’s large digital advertising spend.
Nic Christensen
