HCF moves buying and strategy elements of its media account to Match Media from Mediacom



Recently-acquired Publicis Groupe agency Match Media has added the planning, strategy and buying elements of the HCF health fund account to the digital element it already holds

It is another blow to previous incumbent Mediacom, with the $10m account moving without a pitch.

Match Media James Simmons COO said in a statement: “We are absolutely delighted to be looking after all of HCF’s media buying and strategy needs. They operate in a competitive and commoditized environment hence the business challenge is huge and one where we need to innovate. 

“Working across all media channels will provide us transparency to all data sources to deliver insights to change the way we act in media.”

Match won HCF’s digital business a year ago.

The HCF account is the latest to depart Mediacom, with the agency losing Etihad to Starcom last month following a global realignment, and having also lost Foxtel and IAG to sister agency Mindshare earlier in the year in the wake of the TV misreporting scandal.

HCF newly appointed chief marketing officer Jenny Williams said in a statement: “As we go through a digital transformation in our business, it is important for us to have one partner that understands the business and will bring everything together from an attribution piece across all channels.

“I have been extremely impressed by the digital and analytical work Match has done on the HCF business and am excited to have Match as part of my team.”

The appointment is effective immediately.

The formerly independent agency was bought by the Publicis Group in June.

Miranda Ward


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