Scholz & Friends Stays Lead Agency for Health Insurance Company AOK

Team photo from left to right: Selina Rieser, Benjamin Waldt, Stefan Wegner, Michael Winterhagen, Paulina Metzler, Sophia Uhlich, Constantin Hofsäss, Elena Mokulys

Scholz & Friends defends the budget of the AOK-Bundesverband and will continue to be responsible for the overall communication, marketing, and PR of the health insurance company.

The AOK-Bundesverband is continuing its successful collaboration with Scholz & Friends. The agency, which has been working for the AOK-Bundesverband since 2021, won the multi-stage tender for the creation and strategic direction of the overall communication.

“In recent years, the Scholz & Friends Berlin team has proven that it understands the DNA of the AOK people's brand, communicates our topics in a creative and effective way and is always able to surprise us and the market,” explains Felix Kellndorfer, managing director market and products at AOK-Bundesverband. “We are convinced that together we will continue to inspire people in Germany with health messages with a wink.”

The creative highlights of the collaboration in recent years include campaigns that have regularly won awards at renowned creative competitions. These include works such as “Germany, we need to talk about health”(Deutschland, wir müssen über Gesundheit reden), which caused a stir by breaking taboos around the topic of preventive healthcare, the 'Monster' commercial, which humorously promoted the AOK app, and the 2023 umbrella campaign, which encouraged the public to exercise more with 'Gadget Uprising' (Aufstand der Gadgets). Another innovative example of the collaboration is the card game 'Skintimacy', which was developed in cooperation with AMORELIE. The seductive game with the skin playfully raises awareness of the topic of skin cancer prevention.

Stefan Wegner, managing director Scholz & Friends said, “The AOK-Bundesverband is a client partner with attitude and courage that sets standards in healthcare communication. Together, we have developed a new, authentic tonality for the AOK brand that resonates with people. We are therefore delighted to be able to continue playing on this creative stage and to continue working together in a spirit of trust over the coming years.”

The scope of the budget includes overall brand communication, strategic communication consulting, offer and service communication as well as PR. Among other things, the agency will develop and implement the communication strategy as well as nationwide themed campaigns, initiatives, and individual measures for AOK - including TV commercials, online advertising media, OOH measures, print ads and PR measures.