Following a review of its advertising agency arrangements, Australia's largest private health fund Medibank Private has entered into a three-year partnership with start-up agency DNA.
The new Melbourne-based agency will be led by former Campaign Palace Managing Director John Poulakakis and former Saatchi & Saatchi Creative Director Michael Newman.
Medibank Private Managing Director George Savvides said that the agency review process was extensive and assessed several agencies against a number of criteria, including creativity, experience, price and the priority to be given to the Medibank Private account.
"From the outset of the review, we were looking for an agency with which to build a long-term partnership, and DNA amply demonstrated that they could meet our business's needs," Mr Savvides said.
"The calibre and creative energy of the DNA team saw them best-equipped to take our brand to market.
"We were also impressed by DNA's commitment to make our account their sole priority for a significant time in our partnership."
Mr Savvides thanked former agency Adtown for their dedication and commitment to Medibank Private since 1999.
DNA Managing Director John Poulakakis said he was delighted to be working with Medibank Private.
“We are starting with a dream client who clearly understands the brand qualities they want us to bring alive, at all levels,” Mr Poulakakis said.
According to DNA Executive Creative Director Michael Newman: “Brand is retail today. Too many agencies talk about brand but think only about advertising. We’ll look to partner with Medibank Private at every stage of the process, from the boardroom to their retail stores."