Humana Picks Omnicom Team

Health insurance giant Humana has selected Omnicom Group after a holding company review process to handle media, creative, digital and direct marketing duties, the client has confirmed.

Estimated major media spending going forward is approximately $100 million, per sources, up from the $80 million that Nielsen reports the company spent on ads in 2009.

The win comes after a review that also involved Interpublic and WPP shops, per sources.

Omnicom’s PHD will handle media duties, including digital, and Rapp will be the lead shop for creative chores. Omnicom brand consultancy Interbrand will also provide some services.

Raja Rajamannar, senior vice president and chief innovation and marketing officer at Humana, said: “With Omnicom, we have succeeded in selecting a company that will enable Humana to further build our brand while eliminating inefficiencies.”

The client had confirmed the review’s launch in February.

Omnicom CEO John Wren said in a statement: “All of us at Omnicom are honored to have been selected by Humana and look forward to supporting all of their marketing efforts. We are proud to be working with Humana as we collectively take this brand to the next level.”
 
Humana is headquartered in Louisville, Ky. The 49-year-old company is one of the nation’s largest publicly traded health insurance companies, with approximately 10.4 million medical members and 7.2 million specialty-benefit members.