Bupa has made a strategic shift in its marketing approach, appointing CHEP Network as its primary creative agency in Australia.
This change is part of a broader effort to streamline the company’s marketing activities, which will now involve collaboration with additional agencies, including 2045, Six Black Pens, and Scooter.
Naomi Driver, general manager of marketing at Bupa Health Insurance, said that the new agency structure is intended to better support the company’s creative campaign needs.
“As we continue to evolve our brand and vision, we wanted to refresh our approach to how we work with our creative agencies. Our new network brings together a tight suite of agencies who will understand us, our brands, and our customers intimately and work with us to collaborate on some exciting future projects,” she said.
She also said that the updated model aligns with Bupa’s broader business goals, particularly its aim to enhance customer-centricity within its healthcare offerings.
“It will bring a consistency in market across our businesses and help us achieve greater efficiency and value to our 4.3 million customers,” she said.
Lee Leggett, chief executive officer at CHEP Network, expressed enthusiasm for the new partnership.
“It is incredibly meaningful to us to become a partner of an iconic brand that cares deeply about the wellbeing of Australians and creating healthier, happier lives. We’re ready to support Bupa’s ambition to provide care to their millions of customers and transform the way healthcare is done,” she said.
The new approach is expected to provide greater consistency across Bupa’s various services, including health insurance, dental, optical, hearing, and aged care.
As part of this transition, Bupa will conclude its 3.5-year relationship with Thinkerbell, the agency responsible for recent campaigns such as “Good health is contagious” – the first major project under the insurer’s “Healthcaring” platform.
The campaign drew on insights from Bupa’s Pulse Check survey, which highlighted an increasing focus on health and wellbeing among Australians. It seeks to promote the idea that healthy habits can spread within communities.
Driver expressed gratitude for Thinkerbell’s contributions, acknowledging the agency’s role in several successful campaigns.
“We’ve had an incredible partnership with Thinkerbell. I want to thank the team for working with us to produce some memorable and successful campaigns, but also for their commitment to our brand and our people,” she said.
The new agency model is set to be implemented in October.
