Medibank Private pitches $20m media account with five agencies lining up
Australia’s largest private health insurer Medibank Private is pitching its $20m media account with four agencies set to challenge incumbent Huckleberry, Mumbrella can reveal.
It is thought every major media agency group has an agency lining up against the Dentsu Aegis agency with PHD, UM, Mindshare and Starcom all understood to be involved.
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.”
All agencies contacted declined to comment on the pitch.
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
Would be in the interests of us poor members if they did not do any expensive advertising and gives us cheaper rates.
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Tim,
Assuming a marketing budget of $15m – by cutting marketing, your premium would be reduced by ~$5.50 annually.
But a fall in membership would reduce economies of scale benefits? Want to reduce health costs? Kill off anyone over 80, forgo safer procedures… and find a way to reduce unnecessary medical tests that doctors need to perform to cover their backsides against possible litigious action.
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