HBF appoints Starcom Australia as lead media agency following competitive pitch

HBF, Australia’s second-largest not-for-profit health fund, has appointed Starcom Australia as its new lead media agency after a competitive pitch.

The decision ends a five-year relationship with UM and comes as HBF looks to accelerate its national growth ambitions under a new five-year strategy launched in July.

Starcom’s remit will cover media strategy, planning, and buying across brand, performance, and both traditional and digital channels, with a strong focus on data-led insights.

Owen Davies, General Manager, Marketing at HBF, said Starcom stood out during the process: “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.

 “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."

Davies also acknowledged UM’s contribution over the past five years, thanking the agency for helping to establish a strong foundation for brand and member engagement.

For HBF, the appointment underscores a push to broaden its footprint beyond Western Australia and compete more aggressively on the national stage.

With healthcare brands facing increased competition from both private insurers and digital-first entrants, the shift to a new agency partner reflects HBF’s focus on cutting through a crowded marketplace with stronger brand visibility and measurable results.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.