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Mitchell’s Carat starts with an account loss

Carat’s first day under the management of Harold Mitchell has begun with the media agency losing  another piece of business, with Starcom Melbourne picking up health insurance brand Frank.

Yesterday marked the official completion of the deal for Carat’s owner Aegis to buy the Mitchell Communication Group.

Aegis’ share price finished in London this morning up about 2%.

On Monday Mitchell told the AFR: “I’ve told the blokes in the UK, don’t worry, the cavalry is coming.”  

The last few months have seen Carat lose business including Insurance Australia Group and Yum Brands.

Starcom said that the business of the new online insurer Frank is likely to have a spend of mroe than $1m, focused on the Melbourne metro market and although media spend is confidential, it is expected to be more than seven figures.

Starcom Melbourne Strategy Director David Trovell said: “Starcom has a thorough understanding of the private health insurance category and so we are excited to work with a vibrant new brand that has a clear vision and distinct image.”

Frank’s owner GMHBA’s manager of group marketing Tony Whitfort said: “I know Starcom well, having worked with them before in the health insurance area, and we’re very pleased to appoint them as Frank’s media agency. I’m confident they will deliver a holistic media strategy for this unique health insurance brand to help us exceed our business objectives.”

Although the move was only announced this morning, it took place in September.

Starcom will work with creative agency Sputnik Reality.

Starcom Melbourne has won the media account for Australia’s newest private health insurance brand, Frank.

The account, previously with Carat, will have a particular focus on the Melbourne metro market and although media spend is confidential, it is expected to be more than seven figures.

Frank health insurance is a low cost, online offering from GMHBA that makes health insurance less confusing through a simplified product range, the use of straight talking language and streamlined processes.

Starcom’s task is to ensure Frank’s offer reaches, and is understood by, a broad potential customer base of both newcomers to health insurance and those dissatisfied with their current health insurer.

Starcom Melbourne Strategy Director David Trovell said: “Starcom has a thorough understanding of the private health insurance category and so we are excited to work with a vibrant new brand that has a clear vision and distinct image.”

GMHBA Manager of Group Marketing Tony Whitfort said: “I know Starcom well having worked with them before in the health insurance area, and we’re very pleased to appoint them as Frank’s media agency. I’m confident they will deliver a holistic media strategy for this unique health insurance brand to help us exceed our business objectives.”

Starcom will collaborate with creative agency Sputnik Reality who has worked with the brand since its launch in October last year.

Starcom commenced work on Frank in September 2010.

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