Health insurance provider, HCF, is primed to launch a major brand refresh with a multimillion-dollar ad campaign, which is the result of a marketing shake-up within the organisation.
Chief marketing officer at HCF, Jenny Williams, has over the past 12 months re-organised the marketing department, recruited new people, reviewed its agency relationships and looked at, not what it as a brand wanted to tell its customers, but rather what its customers really wanted from the category and its services.
“What we've done is we’ve structured the team into four pillars,” she said. “We have the brand pillar, which is very much focused on what does our brand look like, what does it stand for? We've got a digital [pillar], which is about driving that digital transformation ... we've got a…
