Marketing director at health and care company Bupa, John Moore, is set to depart the business in January.
Moore will take up a newly-created leadership role at Bupa’s corporate headquarters in the UK and a selection process is underway to replace him.
Moore’s new London-based role will aim to “accelerate and build Bupa customers’ digital experience, enabling Bupa to become a customer-first and digital leader globally”.
Moore had been leading the ANZ marketing team for more than three years and in that time his team repositioned the brand in the market.
In August AdNews reported how Bupa had built its 'Blue Room', a dedicated health hub designed to boost engagement with audiences, with the customer front and centre, with Moore saying that just creating content isn't enough to build engagement. The Blue Room changed the way Bupa talked about business from simply advertising services to focusing on customers’ health and care needs.
At the time he said the challenge is that “no one frankly cares” about brands which is the reason so many companies are looking at boost engagement by creating content for audiences.
Bupa ANZ managing director Dean Holden says: “In his time here, John and his team have repositioned our brand in the market, bringing the great things we do to life through stories that demonstrate the breadth of what we do and in turn helping Bupa be known for making a difference in health and care.
“John has also enabled us to be more customer-centric, digital and innovative in our thinking, introducing new ways of working using an Agile and Human Centred Design approach to solve customer problems.”
Moore says he is excited about the opportunity to drive customer-led digital experiences on a larger scale across the Bupa world.
“Everything we do is built on delivering positive experiences to our customers and we’ve got to be creative with how we meaningfully engage with our customers,” Moore says.
“Customer-led digital experiences play a key role in that, with a focus on understanding trends and delivering solutions that can make a real difference to our customers and people.”
The healthcare giant is currently reviewing its media and creative agency arrangements, with plans to consolidate both with one agency.
The media account, with an annual ad spend of $17 million, is currently with OMD Melbourne. The creative is handled by Big Red, which won the account from Clemenger BBDO Melbourne in 2014. Up until that point Clems had held the account for more than 20 years.
The client move reflects the changing agency landscape with clients becoming increasingly frustrated by the number of agency partners they have to manage. More creative agencies such as Leo Burnett and McCann are adding media to their capabilities and full-service agencies such as Cummins&Partners and MullenLowe are gaining momentum.
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