Scholz & Friends Stays Lead Agency for AOK Health Insurance
Scholz & Friends has been reappointed by AOK-Bundesverband to manage its comprehensive communication, marketing, and public relations activities. The agency’s continued role follows a multi-stage tender process and builds upon a successful collaboration that began in 2021.
Felix Kellndorfer, managing director of market and products at AOK-Bundesverband, highlighted the positive impact of the partnership. “In recent years, the Scholz & Friends Berlin team has demonstrated a deep understanding of the AOK brand,” Kellndorfer stated. “They communicate our messages creatively and effectively, consistently surprising both us and the market. We’re confident that together, we’ll continue to inspire people in Germany with engaging and memorable health campaigns.”
The scope of the agreement encompasses a broad range of services.
Highlights of the partnership to date include:
- Award-winning campaigns: Notably, these include “Germany, we need to talk about health”(Deutschland, wir müssen über Gesundheit reden), addressing preventative healthcare taboos; the humorous ‘Monster’ commercial promoting the AOK app; and the 2023 umbrella campaign, ‘Gadget Uprising’ (Aufstand der Gadgets), designed to encourage physical activity.
- Innovative collaborations: The agency also collaborated with AMORELIE to develop the card game ‘Skintimacy’, which playfully raises awareness of skin cancer prevention.
Stefan Wegner, managing director at Scholz & Friends, expressed enthusiasm about the ongoing collaboration. “AOK-Bundesverband is a client partner that demonstrates conviction and courage, setting standards in healthcare communication. Together, we have successfully established an authentic brand voice for AOK that truly resonates with people. We are delighted to be continuing this creative partnership and appreciate the ongoing trust,” Wegner said.
The agency’s responsibilities include:
- Overall brand communication strategy
- Strategic communication consulting
- Communication for offers and services
- Public relations activities
- Development and implementation of nationwide themed campaigns, initiatives, and individual measures, spanning TV commercials, online advertising, outdoor advertising, print advertisements, and PR initiatives.
The agency will continue to partner with AOK to develop and implement nationwide campaigns and initiatives, including:
- TV commercials
- Online advertising
- Outdoor advertising
- Print ads
- Public relations measures
The renewed agreement ensures that Scholz & Friends will remain at the forefront of AOK’s communication strategy.
