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Humana, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1961 and headquartered in Louisville, KY, Humana Inc. is a health benefits company offering coordinated health insurance coverage and related services through a variety of traditional and Internet-based plans for employer groups, government-sponsored programs and individuals. Humana provides services nationally in the United States and operates its business in two segments, government and commercial.

Main Telephone (502) 580-1000
Main Fax (502) 580-3141
Primary Address
Post Office Box 1438
Louisville, KY 40201

Humana, Inc. Contacts

Contacts (5/53)
Name Title State
Jody B. Senior Vice President & Chief Consumer Officer KY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (502) 580-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1438
Louisville, KY

Bruce G. Senior Vice President & Chief Service & Information Officer KY
Bruce B. President & Chief Executive Officer KY
James M. Executive Vice President, Chief Operating Officer & Chief Privacy & Ethics Official KY
Jon M. Chief Information Security Officer KY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Humana, Inc. ********

Agency Relationships

Brand Agency Service From To
******, ***. *** *** Digital, Media Buying, Media Planning 2010 present
******, ***. ******** ******* digital 2013 present
******, ***. ******** ******* digital 2013 present
******, ***. **** ********* creative 2015 present
******, ***. *** ***** creative, digital, media buying & planning 1999 present

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Campaign Imminent: Humana hires BBDO as creative lead ahead of next open enrollment period

Subject: Digital, online, mobile, social media, TV, print, outdoor, sponsorship, B2B

Company: Humana, the fourth largest health insurance company in the US.

Opportunity: Moved creative to Omnicom’s here). Humana’s post-review plan is to boost digital ad spending even further (including mobile), so desktop and mobile sellers should be all over this. A big push appears to have just begun ahead of the Affordable Care Act’s next open enrollment period (Nov. 1-Jan. 31). Humana's primary target audience should be small business owners, early retirees and entrepreneurs 25-60-years-old – anybody who doesn't obtain health insurance through their parents or an employer.

PHD, NY handles most of Humana's dollars, which go heavily towards direct response. 

Additional Insight

Media Spend Breakdown: Humana spent $86 million on measured media last year, up 65% from $50.2 million in 2013, according to Kantar Media. Broadcast led the way at 66% of spending, followed by print, digital and out-of-home (OOH). 

TV Breakdown: Since January, $24.2 million has gone to national TV ads (see targeting right), down from $27.7 million over the same period last year. For all of 2014, reports that $42.5 million went to national TV ads last year, up from $27 million in 2013. 

Digital Breakdown: Since January, 62 display ads have appeared on 4,457 publishers (11% mobile), 97% of which were placed programmatically instead of site direct. Desktop activity, which spiked in April, has been primarily with local paper, health,  and large paper publishers, led by and Mobile activity, which lasted from March to the middle of June, was mostly with health, local paper and finance sites. 

Humana’s three video ads this year have run on nine publishers, with most activity coming from, and 

For comparison, Humana’s display activity last year was much lower compared to 2015. For all of 2014, 125 creatives ran on 2,713 publishers publishers (<1% mobile), 88% of which was placed programmatically.

New Decision Maker: BBDO’s hire comes after Jennifer Bazante was appointed marketing EVP in December. Previously, she spent about 15 years at Visa, lastly as head of merchant marketing. Jody Bilney still serves as chief consumer officer (CMO).

Healthcare Pitch: Besides Humana, there still be may be time to secure ad revenue from other individual and family campaign (IFP) health insurers for the next open enrollment period. We've already covered Cigna's plans (research Molina Healthcare.

500 West Main Street
Eighth Floor
Louisville, KY 40202
(502) 580-1000

Jennifer Bazante
Executive Vice President, Marketing
(502) 580-1000

Jody Bilney
Chief Consumer Officer (CMO)
(502) 580-1000