HBF leaves WA and goes to cummins+partners
Cummins + partners Sydney has won the HBF account, after a competitive pitch that didn’t include incumbent Marketforce or any other WA-based agencies.
HBF’s decision to prefer an eastern states based agency for its impending launch on the east coast has been the subject of much discussion – and disappointment – in the industry here. It is another body-blow for the locals, with HBF being one of a few big WA-based brands left in the market.
The state’s biggest health insurer was catapulted into prominence as a brand thirty years ago by Baynham’s “Are you with HBF?” campaign – a theme it returned to recently. It also enjoyed enormous success over a decade with 303’s “Ted” campaign. In 2009 Meerkats created the award-winning but controversial “Your health is all that matters” campaign, before the account moved to Marketforce in 2011.
It’s the second WA-based account for cummins+partners, which also handles the State Government’s Tourism WA account from its Melbourne office.
20 Comments
Remember when agencies in WA were doing Cannes-worthy work for HBF instead of press releases about press ads?
Well agencies continue to hire crew from outside WA to come and work on these types of jobs instead of helping the local industry so can’t be angry when the client does the same. And you don’t have to look far to see the problem, the article directly under this one is about how local work was recently taken to Bangkok…
At least Cashies have stayed put. Speaking of that press ad Hmmm, take a look at the cutout area around the camera. The perspective is appalling. if that’s the level of craft that we aspire to, then no wonder we’re losing out to the eastern staters.
Maybe it’s time all WA agencies and suppliers got together to work out how we can keep these clients in the state. We need a healthy industry, and it’s better for all of us that a local competitor has the business than an interstate one. Perhaps it would just be easier for Cummins + Partner to open an office here in Perth like JWT. At least some local people would still get a look in.
This is really a disgusting move by HBF – “expanding Eastwards” or not, you are a WA-heritage-based company and should be supporting your community. . The WA ad industry is in dire straights.
And the pie just keeps shrinking and shrinking…
The work didn’t just approve itself. The agencies aren’t the only issue here.
This Brand / Account doesn’t have a heart.
Run by egomaniacs
Hey Campaign Brief,
What if Martin moderated a live forum where we have some reps from agencies (large and small), production companies, suppliers, etc (even some clients, although I can see that possibly being uncomfortable for some) and we try and be pro-active and try to better understand and work on some of these issues.
Obviously, some of these are just pure business decisions (good and bad) and market forces dictating outcomes, but I feel there’s more to it sadly. I’ve been in this industry for a very long time and this is the worst it’s ever been.
If nothing comes out of it, well, we can all go down at least knowing that we tried.
The Communications Council is working on a broader engagement opportunity at the moment that aims to bring the wider industry together. The idea wasn’t created because of the HBF decision, but we agree that there needs to be greater industry discussion and collaboration for all of our benefit. The Communications Council has taken the lead in building action plans, but we recognise the need to bring the wider industry together.
We will send more detail out via Campaign Brief, but our hope is that we can bring a group together that can debate and then set an action plan that will help to lift the profile of what we all know is an important industry. In the past we have struggled to get people motivated to connect apart from the regular contributors, so keep an eye out and then get involved.
There are challenges, but there are also opportunities if we all work together.
How long until this famously not-for-profit organisation lists on the ASX?
The wise men from the East always know what’s best for WA, just ask Bunnings, WA Tourism, RAC and now, HBF!
Gavin,
It’s a nice idea but how can The Communications Council, as a national organization, advocate on behalf of WA. HBF and Tourism went to a TCC agency – what interest or ability would TCC have in advocating for why this should not happen?
Agreed, we need to come together but it may be the time for the industry to find a solution that can truly advocate for WA.
Dear How?
How about we start by using our names on the blog… Email me if you like.
TCC WA agrees that we need a WA solution that is broader than TCC members. So stay tuned for that opportunity.
If we are going to have an impact it is going to need to be a broader industry representation not owned by any individual body. The TCC is only leading the opportunity to make that happen.
Gav
Perth has lovely weather, great beaches, good restaurants and the house prices are falling. If you work in advertising here, it is a more a lifestyle choice rather than a career move. (Which is why folk like Matt Eastwood left years ago.) HBF gone? Disappointing but not unexpected really. (It’s been happening for a while now.) Comparing the advertising industry in the East with the West is like comparing the Indianapolis 500 with a go-kart race. It’s only natural and inevitable clients will be lured across the desert to the bright shiny lights of Sydney and Melbourne.
You’re right. Comms Council can’t fix this.
And this is all coming from agencies that go out of their way to have their creative produced over east. But when a client wants to go east, it’s not fair play? Ha. Nice one.
The Tourism WA tender to appoint a supplier to restock their library of footage should be announced any day now. Apparently, there were local and national companies in the mix. It’s a significant project so I hope for the local production industry’s sake that it stays here, as they are hurting along with the agencies too.
I worked in advertising agencies in Perth for number of years.
It was an often nasty environment. Sure I met some awesome people, but the majority were egomaniacs with delusions of grandeur. I do wonder, has all this client migration been influenced by all the ‘rock stars’ that thought they ruled the world?
In other words, sucked in!
Actually has a point, albeit framed from what sounds like a tough personal experience.
Perhaps it’s time we started being honest with ourselves about the level of craft in Perth.
Craft. Created here, not with offshore talent.
(That doesn’t build Perth appeal, but nice try for awards time).
And results. Sales not likes.
Get those right and clients will start voting with their feet.
Until then…. it’s all just talk.