Medibank Private launches creative review

Steve’s breakdown: There was a lot of chatter about this account review so if you are interested, get in there sooner than later.

MELBOURNE, Australia: Medibank Private Health Insurance has launched a creative review, placing incumbent George Patterson Y&R on alert.

The health insurance company appeared to have retained GPY&R as recently as July this year although it was unclear how long the contract would run for. George Patts initially won the account back in 2008.

Medibank said a shortlist had been drawn up but did not elaborate on the details, although GPY&R confirmed it would be re-pitching for the account.

“Following a highly beneficial three year relationship with their current creative advertising agency, Medibank Private Health Insurance Division is reviewing its arrangements,” the company said in a statement.

“In today’s rapidly changing communications landscape, they want to ensure that they are best equipped to address the company’s growing product range and long term vision. A shortlist has been decided and an announcement is expected in early 2012.”

Earlier in the year Medibank replaced incumbent media agency Mitchell & Partners with MPG.

The company spent an estimated $22.9m on main media in the year ended August, which was almost double the previous year’s $12.9m.

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