Published on: October 15, 2026
Medibank Group has selected Accenture Song as its media agency partner following a competitive market review. The partnership will officially begin on 1 December 2026, supporting the health company’s efforts to strengthen customer engagement and deliver more connected experiences across its brand portfolio.
The collaboration will focus on enhancing media effectiveness and supporting sustainable business growth by integrating technology, data, talent and strategic expertise. Accenture Song will work with Medibank Group to advance its media capabilities and develop more effective customer experiences.
Geoff Ikin, Chief Marketing Officer at Medibank Group, said the appointment aligns with the company’s ambition to grow as a health company while evolving how it engages customers across its portfolio and maximises the impact of its media investments.
“As one of Australia’s largest health companies, we are focused on creating more relevant and personalised experiences for our customers across every interaction,” Mr Ikin said.
“We felt a real cultural alignment between our teams from the outset. Accenture Song has a genuinely differentiated proposition in market that brings together outstanding talent, technology and strategic firepower, as well as the transformation capabilities needed to help us accelerate growth across the portfolio.
“Media plays an increasingly important role in how people discover, engage with and experience our brands. The partnership with Accenture Song will help us accelerate our ability to connect data, technology, creativity and customer insight in ways that improve effectiveness and deliver better outcomes for customers.
“We would also like acknowledge our long-standing relationship with Dentsu and thank them for their partnership and contribution over many years. They have played an important role in supporting our brands and helping us build strong media capabilities, and we appreciate their commitment to Medibank Group throughout that time.”
The partnership will cover media strategy, planning and buying across Medibank Group. It will also support the organisation’s ongoing investments in customer experience, marketing effectiveness, technology enablement and marketing transformation.
Sam Geer, Managing Director at Accenture Song, said: “When we imagined the kind of businesses we wanted to partner with in Australia, Medibank Group was right up there. “We felt immediate chemistry with the entire team across Medibank, ahm and the broader enterprise from day one. There is a strong alignment between our cultures, our ambitions and our belief in the transformative power of media.
Chris Colter, Managing Director at Accenture Song, said: “Medibank Group plays an incredibly important role in Australian life and culture. We believe every customer touchpoint can be as distinctive as the content it distributes and the opportunity to continue to prove this with such iconic brands is one we couldn’t be more excited for. We are incredibly proud to be partnering with the team as they chart the next era of for Medibank Group and its customers.”
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