Following a competitive process, Southern Cross Health Insurance (SCHI) has appointed TBWA\NZ to the role of lead creative advertising agency.
Head of Marketing & Engagement for SCHI, Regan Savage, says the team 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.”
Catherine Harris, CEO of TBWA\NZ says: “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.”
SCHI is New Zealand’s largest health insurer and is celebrating 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 inspired by the way members talk about belonging to SCHI.
Savage says: “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.”
TBWA replaces True, who worked with SCHI for the past three years. True elected not to take part in the competitive process.
Savage says SCHI is proud of the work True has developed, which most recently saw the development and launch of the WITH platform.
“True is a great group of people and we thank them for their work over the past three years and wish them every success.”
Managing Director at True, Steve Kane says: “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.”