After running a competitive process, Southern Cross Health Insurance (SCHI) has appointed TBWA\NZ to the role of lead creative advertising agency.
TBWA replaces True, who worked with SCHI for the past three years. True elected not to take part in the competitive process.
Regan Savage (pictured above), head of marketing and engagement for SCHI said the team involved in the process were blown away by the commitment and creativity displayed by TBWA: “TBWA stepped up at every stage, listened to our feedback, considering our views before evolving their approach. Ultimately TBWA cleverly tapped into the critical role that Southern Cross Health Insurance plays in New Zealand’s health system and employee benefit market, and is best placed to take our brand promise of ‘we’re with you’ forward,” he said.
Says Catherine Harris, CEO of TBWA\NZ: “We’re so delighted to be partnering with the very talented team at Southern Cross Health Insurance. It’s a very special organisation and brand. They operate with incredible values and we are excited to be helping SCHI deliver on their purpose of empowering Kiwis to live their healthiest lives.”
As a not-for-profit Friendly Society, SCHI is New Zealand’s largest health insurer with 886,000 members, and is proud to celebrate its 60th anniversary this year.
The change in advertising agency, which also applies to the Southern Cross Pet Insurance business, was triggered by a review of the approach to all aspects of marketing, along with the opportunity to bring new momentum to the current WITH platform, which will endure with the change in agency.
Says Savage: “We’re really excited about where we can go with TBWA. We look forward to getting our teams working together, along with our media partners MBM and our new brand tracking partner TRA, to ensure SCHI fulfils its potential as a highly differentiated leadership brand in Aotearoa, making the most of our unique strengths.”
Savage said SCHI is proud of the work True has developed, which most recently saw the development and launch of the WITH platform which was inspired by the way members talk about how they felt about belonging to SCHI: “True is a great group of people and we thank them for their work over the past three years and wish them every success.”
Says Steve Kane, managing director at True: “We’re delighted that the WITH platform will be our legacy with this iconic New Zealand brand, and one that we know will continue to build the desired affinity for years to come. We wish all the team at SCHI our very best.”