Independent media agency, Awaken, has secured the media account for Opal HealthCare, a prominent provider of aged care services, following a competitive pitch.

The Sydney-based agency will manage media activity for Opal HealthCare, with the aim of driving occupancy and promoting its residential and respite aged care services.

Opal HealthCare operates 100 residential aged care communities across metro and regional areas in NSW, Victoria, Queensland, Western Australia and South Australia.

“Having rebranded with a focus on the concept of ‘Ageing is Living’, we wanted to work with an agency that embraced our vision and could help promote our living values," a spokesperson for Opal HealthCare said. "Awaken impressed us from the outset with their deep understanding of our overall strategy and their ability to lean into the core values of our brand: compassion, accountability, respect and excellence. We look forward to working closely with Awaken in the new year to connect people with our services.”

Awaken founder and CEO, Chris Parker, expressed his enthusiasm about the partnership.

“From our initial conversations, we were immediately inspired by Opal HealthCare’s innovative approach to their brand, with a focus on building communities. Our partnership with Opal HealthCare is an opportunity for us, as an agency, to help support families and deepen their respect for aging loved ones. Ageing is a concept all of us can relate to and knowing there is a people-led community available will bring comfort to many. We look forward to telling that story," he said.

Awaken had a successful 2023, including being listed on the 2023 AFR Fast100 list, welcoming new clients like The Kids’ Cancer Project, and acquiring digital marketing agency Agnes Media, thereby expanding its presence in the UK and US markets.

The Opal HealthCare appointment is effective immediately. Awaken is a full-service independent media agency with clients including Armor All, Angostura Bitters, Bushmills Whiskey, Coates, Kraken Rum, Jose Cuervo, 1800 Tequila, Energizer, Panasonic Australia, and Technics.