Medibank to Appoint Accenture Song as Media Agency
The health insurance group will shift its media account to Accenture Song starting in December 2026.
Updated on Oct. 15, 2026 in Advertising
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Medibank Group has announced the appointment of Accenture Song as its new media agency partner in Australia. The partnership is set to commence on 1 December 2026 following a competitive market review.
Why it matters
This move aims to centralise media strategy, planning, and buying to create more connected customer experiences. By transitioning from its previous partner, Medibank seeks to enhance marketing effectiveness and support sustainable long-term business growth.
The agency selection followed a competitive market review involving the entire Medibank brand portfolio. The new contract covers end-to-end media strategy, planning, and buying services.
The players
Medibank Group
Medibank Group is a major Australian private health insurer that provides health cover and health services to millions of customers.
Accenture Song
Accenture Song is a global technology-powered creative agency that focuses on digital transformation and growth for large enterprises.
Dentsu
Dentsu is a global advertising and communications agency that previously maintained a long-standing media partnership with Medibank Group.
The details
Accenture Song will leverage its integration of technology, data, and talent to transform Medibank's media capabilities. The partnership replaces the long-standing relationship Medibank previously held with Dentsu.
Timeline
1 December 2026: The partnership between Medibank Group and Accenture Song officially commences.
Market Landscape
This appointment follows a wider industry pattern where established brands move away from traditional agencies toward integrated consultancies to modernise media capabilities. This shift positions Accenture Song as a growing competitor to traditional legacy advertising networks in the Australian market.
While the agency change happens behind the scenes, customers may eventually notice shifts in how Medibank communicates health services and insurance offers. The move is designed to ensure marketing touchpoints become more relevant and efficient for policyholders across Australia.
The takeaway
Companies are increasingly prioritising data-led strategies to improve how they interact with consumers in a fragmented media landscape. This trend reflects a broader move by major Australian corporations to consolidate their advertising spend within integrated tech-consulting partners.
Further reading
For more on changes in the local sector, read the latest news in Australia Advertising.
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