ahm appoints TBWA Australia as new creative agency

ahm has announced the appointment of TBWA\Australia as its new creative agency partner, following a competitive pitch process involving several leading Australian agencies.

The appointment marks a major creative and strategic shift for the Medibank-owned brand as it continues to evolve beyond health insurance, expanding into categories including travel, pet, life, income, car, and home insurance.

Expanding the brief

According to ahm, the pitch brief was designed to find a partner capable of delivering world-class creative thinking and commercial value, supported by an integrated communications approach across digital, social, and earned channels.

TBWA\Australia was selected for its distinctive creative approach, strategic leadership powered by data, and its modern, integrated offering that includes PR and social through Eleven.

The agency said its secret  weapon was being able to view the brief through a Gen Z lens, ensuring cultural and generational relevance with ahm’s core audience while demonstrating a deep understanding of the brand’s personality and growth ambitions.

'Bold thinking and a challenger mindset'

ahm’s Head of Marketing, Samantha McLeod, said the new partnership marks an exciting next step in the brand’s journey.

“We’re thrilled to welcome TBWA\Australia on board. They bring bold thinking, strategic depth and a challenger mindset that aligns perfectly with our ambitions,” McLeod said.

“This appointment signals exciting things to come in ahm’s brand and communications strategy. TBWA will help shape the next chapter with creativity, strategic thinking and a challenger spirit.

“I’d also like to acknowledge Droga5 for their partnership, creativity and dedication over the past five years.”

The new partnership will see TBWA\Australia and Eleven lead ahm’s upcoming creative campaigns and integrated brand activity, with a focus on cultural relevance, community engagement, and digital innovation.

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