Clemenger BBDO Melbourne has confirmed the loss of the Bupa account to Big Red.
The agency had held the account for two decades but Big Red will now undertake main creative duties for the health insurance provider.
Clemenger Group chairman Rob Morgan was circumspect.
"Yes it has moved," he told AdNews. "We had it for 22 years and did some fantastic work for Bupa. Clients have every right to review and that is what Bupa has done and we wish them well."
Morgan suggested that it was about focusing on the "long distance race" but that Big Red boss Ted Horton "is very good at what he does and I am sure he will do a good job."
Morgan said that Clemenger did not participate in the review.
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