Humana’s Creative Review Seeks an Agency With Digital at Its Core

Insurer spends $80 million in media annually

Humana is reviewing its creative business, looking for an agency with the ability to reinvent the brand at a time when the health insurance category is undergoing rapid evolution.

Account revenue is estimated at $6 million.

The Louisville, Kentucky-based company began its search last month and has narrowed the field to a small list of contenders after initial meetings. The business has been handled by Rapp since 2010, when Humana consolidated the bulk of its creative and media business at units of Omnicom Group.

Humana, which spent about $80 million in measured media last year, according to Kantar Media, is expected to conclude its search in late May or early June. The process is being managed by Select Resources International in Santa Monica, Calif.

"Humana is rapidly evolving and with that, bringing significant changes in consumer behavior," Humana rep Tom Noland said. "The review will provide the company the opportunity to review our approach to marketing as we focus on our objective of advancing the brand and the business."

Representatives at Rapp, which is said to be participating in the review, and SRI could not be reached for comment.

According to SRI's initial outreach, Humana wants an agency with digital at the core of its operations, as the insurance marketer expects to increase digital spending across its product lines. And while media planning and buying are not in play, Humana is seeking a shop that can deliver strong communications and channel planning as well as strategic advice.