ahm launches new brand platform with newly appointed agency The Monkeys, Melbourne
Health insurer ahm has unveiled its new brand platform ‘You’re Good’, its first major brand campaign produced by newly appointed creative agency, The Monkeys, part of Accenture Interactive.
Off the back of a year in which Australians and the health care system have been faced with unprecedented challenges, ahm was looking for a brand platform that better reflected the more meaningful role that they are playing in their customers’ lives. Via simple, easy and affordable products – ahm customers can spend less time worrying about their PHI and get back to enjoying life.
The new brand campaign consists of three new TV spots, social, internal and CRM integration — and will launch alongside ahm’s new integrated TV partnership with the Australian Open.
ahm will also be launching new work for its category leading offers and products, including Flexi-Packages and Black50 Extras.
Says Amanda Romeo, head of marketing, ahm: “Over the past three years, we’ve experienced a great deal of change. As a business, we’ve experienced significant growth internally, and as a brand, we’ve redefined how we look, feel and sound with our new brand platform.
“Our aspirations have also grown as we look to diversify into new services, so we knew our brand also needed to grow and allow more flex for greater opportunity moving forward.
“We are excited by our new partnership with The Monkeys, along with the new brand platform and creative we’ve developed together. We are now in a more powerful position to build on our trajectory and to play a more valuable role in our customers’ lives.”
Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “The ahm brand already had a really distinctive look and feel, but playing a more emotional role pushed us to try to build greater humanity and storytelling into the creative.
“With the evolution of the more sophisticated animation, story-telling style and character development — we’re really excited about the new direction the work has taken.”
The Monkeys won the ahm business after a competitive pitch in 2020.
Client: ahm
Head of Marketing: Amanda Romeo
Senior Brand Strategy Lead: Karolina Karon
Marketing Manager: Bianca Shah
Brand & Content Manager: Josh Dorevitch
Marketing Specialist: Bronte Modica
Marketing Specialist: April Lipson
Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Creative Directors: Hugh Gurney & Joe Sibley
Creatives: Gabe Woodmansey, Jono Aidey, Connor Beaver & Scott Zuliani
Head of Planning: Michael Derepas
Group Content Director: Sophie Gosper
Content Director: Vicky Mockler
Content Executive: Ella Goldberg
Head of Production: Romanca Mundrea
Producer: Emma King
Designer: Chris Thompson
Animation: Pixel
Executive Producer: Haley Polacik
Illustrator: Jonas Claesson
Animation Director: Andrew Onorato
Animation Producer: Sophie Taylor
Sound Engineer: Ryan Dickinson @ Squeak E Clean Studios
Producers: Alice Vanderwey & Ceri Davies
Media Agency: Carat
20 Comments
Nice work Hugh & Joe.
The art direction doesn’t really make much sense under the new platform. The ‘simple bit’ was great.
These will stand out heaps on telly. So simple.
Good build on a solid brand foundation.
Change for changes sake.
And not for the better.
Funny.
Good vibes to these. Funny.
Fun. Much better than a lot of the SuperBowl spots
A good agency cracks the wrong brief in a pitch
You’re good is one idea
Simplicity is another idea
The fun continues
Not terrible, but I preferred the Simple Simon stuff that JimJam did.
…a good agency cracks the idea that wins the pitch.
Struggling to understand why you’d change agencies for an idea that, to a regular consumer paying little attention, looks and feels identical. Can only guess there were other issues at play.
Yeah, cos all the consumers out there are thinking, ‘I love the ads that Clems make’.
Well done ahm and The Monkeys. Great to see a brand being true to its identity. Great art direction, story telling and positioning. Will grow the brand and sales.
This is real great. A lot of discussion here about why change agencies etc. This is way more fun and on song than the old stuff. But it does make me think why did they leave Clems. More to the point, what is happening at Clems? They are in a world of hurt losing another one.
You haven’t ‘cracked an idea’, it’s the same idea only less well-observed and with a line that makes no sense of the visual language.
Great job.
yep, no consumer will ever tell the difference. BUT i admire AHM for sticking with alot of what works for their brand. That’s confidence. Too many marketers change creative too often when they themselves get bored, rather than letting consistency, simplicity and clarity pay back and actually work. I’d imagine Monkeys would have declared this is a great creative style that differentiates in market – just wonder if the nuance might get lost on consumers, but I enjoy seeing what;’s to come…
The same idea as Clems.
The same Animation and Art Direction as Clems.
New meaningless endline slapped on the end.
‘The Simple Bit’ closed the loop on all the above.
In fact, owning ‘Simple’ was an incredibly powerful positioning in a crowded market.
ahm have done something I have never seen before.
They have kept all the icing – but got rid of the cake.
Why make Clems pitch if all you want is a new agency?
This….. this is literally the same strategy, art direction and well, the entire same bloody ads just with new scripts as Clemenger developed.
Seriously guys, who takes on an account just to roll out work developed by the previous agency.
Have we as an industry so lost our backbone that we are just going to allow clients to act like this? Because this is just a disgrace and everyone at AHM and the monkeys should be pretty bloody embarrassed.
So I’ve paused the final episode of MAFS because that pickles ad was playing and now I’m well down the rabbithole of trying to find the rest of the campaign. Nice work guys. I see a lot of ‘same as Clems’ comments here, but that’s just adland talk. Out in the real world nobody cares – and that spot made me really like the brand.