HCF appoints BMF as lead creative agency

HCF has appointed BMF as its new lead creative agency after a competitive pitch.

BMF will work alongside Spark Foundry, which handles media, and other partners in HCF’s agency village to support the fund’s brand and communications strategy.

The move follows HCF’s exit from Clemenger BBDO due to consolidation within the Clemenger Group and a resulting client conflict.

The pitch process, run by TrinityP3, began with 12 agencies before narrowing to four finalists. BMF secured the account after a final round of presentations with HCF’s executive leadership.

“After a robust review process, we are excited to appoint BMF and look forward to working with them in further strengthening our position as Australia’s largest not-for-profit private health insurer,” said Martin Whelan, HCF General Manager Marketing.

“We have an already strong campaign platform and through the new partnership with BMF we are excited to see how it can further develop,” Whelan said.

The new partnership reflects HCF’s focus on strengthening its brand presence and leveraging creative effectiveness to engage members and the wider community.

“We are excited to be appointed to work with HCF,” said Stephen McArdle, BMF Chief Executive Officer. “This is an opportunity to shape and lift the profile of one of Australia’s great brands. We can’t wait to get started.”

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