Bupa appoints Mindshare and AJF Partnership as lead agencies

Arvind Hickman
By Arvind Hickman | 14 December 2016

Insurance company Bupa Australia has appointed creative agency AJF Partnership and media agency Mindshare as new lead strategic communications partners, effective from 2017.

They replace OMD (media), Big Red (health insurance creative) and Publicis (brand campaigns) while recently appointed Havas will continue to co-ordinate activations around Bupa’s ‘families’ platform.

When the review was first revealed in October, Bupa Australia marketing director John Moore told AdNews the company was looking to consolidate media and creative to one agency.

However, Bupa has opted for a “dual team” that it says will deliver an “integrated approach” to brand and retail communications and planning across Bupa’s broad range of services.

“A combined media/creative solution is part of our continued focus on demonstrating Bupa’s position as a broad health and care partner for our customers,” Moore said.

“We’ve shifted the way we communicate Bupa from merely a health insurer to a leader in health and care, to reflect the reality of the services we provide. Our relationship with the AJF Partnership and Mindshare team will continue to build on that approach.

“We’d like to thank and make special mention to OMD, Big Red and Publicis. They have been great partners and made huge contributions to the Bupa brand and business and have created a great foundation and legacy for us to build on.”

It is the second new business win for Mindshare this week after it won the Quick Service Restaurants account from Bohemia.

In the past week, Bupa revealed that Moore will take up a newly-created leadership role at Bupa’s corporate headquarters in the UK next year. His London-based role aims to accelerate and build Bupa customers’ digital experience.

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