HBF reviewing creative and media agency partners

HBF reviewing creative and media agency partners

HBF is undertaking a review of its creative and media agencies, with a pitch being conducted via Trinity P3.


Once one of WA’s most prestigious and sought-after accounts, it left the state when cummins+partners was appointed in 2017 by former Head of Marketing, Neil LeFebvre.

A planned expansion the east coast stalled but has been re-booted recently with a major new (and very different) campaign via Leo Burnett Melbourne.

Cummins has retained responsibility for HBF’s Western Australian campaigns, which reflect its longer established and market dominating position here.

Besides those two agencies, HBF has worked with CHE Proximity as well as Perth agencies Meerkats (now Wunderman Thompson Perth) for an internal project, &Partners for tactical work and Gettin’ Hectic for experiential activations locally

Current Head of Marketing, Louise Ardagh, wouldn’t reveal if any Perth-based agencies are involved in the pitch, only saying “It is a confidential process and we are well progressed down the path with the project being managed by Trinity P3.”

The review also includes media, with OMD the incumbent. The media was also pitched in 2017 but took a year to decide, with OMD being (re)appointed in 2018.