GMHBA APPOINTS HOWATSON+COMPANY AS ITS NEW AGENCY OF RECORD

Health insurer GMHBA has appointed Howatson+Company as its agency of record across the GMHBA and Frank brands.

Howatson+Company was appointed after a competitive market tender, and will be the lead agency for GMHBA across all brand strategy and creative, retail, customer experience and brand identity work for audiences across Australia.

Helen Stevens, chief marketing officer, said there was clearly a strong cultural alignment throughout the process and GMHBA were left with a sense that there is a mutual desire to operate as a true partnership: “We were deeply impressed with Howatson+Company’s response to the pitch. Howatson+Company demonstrated a depth of strategic thinking, and creative capability that we are confident will help position GMHBA and Frank health insurance brands for future success.”

Says Rebecca Robertson, managing partner at Howatson+Company: “The team at GMHBA live and breathe their brand, with the voice and needs of the member genuinely at the heart of everything they do. We are delighted to help the team drive the next stage of growth for both the GMHBA and Frank brands. On a personal note, I’m thrilled to be helping shape GMHBA, a brand I’ve grown up with.”

GMHBA’s appointment of Howatson+Company is effective immediately.