ASIA-PACIFIC, NOVEMBER 2010 – Starcom Melbourne won the media account for the private health insurance brand Frank, a low cost online offering from GMHBA. The media agency commenced work on the brand in September 2010. The account, previously with Carat, will have a particular focus on the Melbourne metro market. The media spend is reportedly a seven-figure sum.
Frank aims to reduce the confusion associated with health insurance through a simplified product range, the use of straight talking language and streamlined processes. Its creative agency Sputnik Reality who has worked with the brand since its launch in October last year.
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.”
