Might is Right for TBWA\

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AUCKLAND, Thursday: After a pitch, Southern Cross Health Insurance has opted for a global lead creative agency, appointing TBWA\NZ to replace the incumbent – Grey Lynn indie True.

Southern Cross head of marketing & engagement Regan Savage said: “The team involved in the process were blown away by the commitment and creativity displayed by TBWA. 

“They 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. 

TBWA\NZ ceo Catherine Harris said: “Southern Cross is a very special organisation and brand. They operate with incredible values and we are excited to be helping them deliver on their purpose of empowering Kiwis to live their healthiest lives.” 

As a not-for-profit Friendly Society, Southern Cross is New Zealand’s largest health insurer with 886,000 members, and celebrates its 60th anniversary this year. 

“True elected not to take part in the competitive process.”

Regan Savage said: “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.

“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 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,” he said.

True MD Steve Kane said: “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.”

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