LOUISVILLE, KY: Golin has won Humana’s PR AOR account, supporting its integrated marketing efforts, after a competitive bid.
The firm did not specify financial details about the account, but it did say the work will be anchored in Chicago and span media relations, social media, executive positioning, line-of-business support, philanthropy, and sponsorships.
"Golin had ideas that were best suited for the kind of Humana we now want to become," said Tom Noland, SVP of corporate communications at Humana.
He added that the firm’s G4 model played a role in the final decision because it "presented the best ideas for advancing Humana’s messaging, positioning, and reputation going forward."
"Humana itself is becoming much more of a b-to-c- rather than the traditional b-to-b type of company," said Noland.
Edelman had served as the health insurer’s AOR since fall 2008.
Noland noted that former PR AOR Edelman did fantastic work for the company, taking Humana’s messaging and reputation "to heights we had never reached before."
Golin CEO Fred Cook noted that Humana is a brand taking control of its own story.
"They’re leading a transformation of healthcare to be a more consumer-oriented kind of company and service," he said. "Their goal is to differentiate themselves from all of the other health insurance companies. It’s a really exciting and interesting challenge, and it’s very aligned with what we’re trying to do to engage with consumers and make our clients more relevant."
Humana, which has 13.8 million people enrolled in medical plans, achieved a revenue increase of 21% to $12.3 billion in the fourth quarter of 2014. Operating expenses were also up 17%. Those numbers missed analysts’ expectations.
Still in the early stages of account work, Cook said he was "certain we’ll be adding people in a number of different areas" to work on Humana. While its core team will be located in Chicago, Cook added that staffers in New York, San Francisco, and Washington, DC, will support the account.
An Edelman representative declined comment.
This story was updated on March 9 with comments from Noland. It was updated again to reflect that Edelman declined comment.