LOUISVILLE, KY: Humana, a health insurer with 11.5 million members in the US, named Edelman its AOR after a five-month competitive review.
Tom Noland, SVP of corporate communications at Humana, said that the New York-based agency was chosen for its leadership in social media, IR, CEO visibility, and reputation enhancement. Work began September 9.
“Yes, we are a health benefits company,” he said. “… [But] Humana is becoming more and more a consumer company.”
Humana is a publicly traded health benefits company, based in Louisville, KY, and its business units includes group health, Medicare and Tricare, dental and life insurance, and individual health insurance.
Although Noland declined to provide the budget or the names and number of other agencies that pitched the account, he said that the two-round process was not a formal RFP and was led by corporate communications.
Porter Novelli (PN), which has been Humana's AOR since November 2003, declined to pitch the account, Noland said. The company worked with FischerHealth, which was acquired by PN in 2003, and PN personnel.
"We believe our strategic counsel and collaborative work with the Humana team helped solidify Humana as a thought leader in the minds of their most crucial stakeholders," read a statement from PN. "We're proud to have been Humana's partner through this period and wish them the best in their next chapter.”
Edelman referred all questions to Humana.