HBF signs Starcom as lead media agency

September 15, 2025 3:16

Not-for-profit health fund HBF has unveiled Starcom Australia as its new lead media agency, wrapping up a competitive pitch process.

As its media agency, Starcom will be responsible for HBF’s media planning, strategy and buying across its digital and traditional channels, brand, and performance. The company will leverage “advanced data analytics” to conduct its work.

Overall, the appointment is expected to support HBF and its five-year strategy — a plan that focuses on increasing its membership base, while upholding members’ health and wellbeing.

“Starcom Australia impressed us with the energy, creativity and ambition they brought to the table. Their team showed a clear drive to challenge convention and deliver commercial outcomes which are qualities that strongly align with our bold culture and growth mindset,” HBF’s general manager for marketing, Owen Davies, said in a media release.

“Combined with their depth of strategic thinking and innovative, data-led approach, we’re confident in Starcom Australia’s ability to support our strategy and national expansion plans.

“This partnership is a significant step forward in how we connect with Australians, grow our national presence, and bring to life our new vision to create a healthier tomorrow.”

HBF’s announcement also revealed that the health fund would be parting ways with UM. The IPG Mediabrands-backed company — which was announced as HBF’s lead media agency in December 2020 — held the account for five years.

In the same release, Davies thanked the agency for its work and expressed gratitude for what UM had done.

“We also want to sincerely thank UM for their valued contribution over the past five years. Their support has played an important role in helping us build a strong foundation for our brand and member engagement, and we’re grateful for the partnership.”

In June, Starcom welcomed Matt Houltham as its new chief executive officer, seeing him take on the mantle after Nick Keenan.

Keenan was with the Publicis Groupe-owned agency for four-and-a-half years.