Indie agency Edge wins Bupa Dental creative account

Paige Murphy
By Paige Murphy | 21 February 2020
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Bupa Dental has appointed Edge as its creative agency following a competitive pitch.

Edge will be providing a full suite of agency services including strategy, creative and content.

“We’re living at a time when consumer expectations, advances in technology, and changes in attitudes to brands are combining to create a dental care environment ripe with potential," Edge executive planning director Richard Parker says.

"It’s not every day an agency gets the opportunity to work with such a well known brand to help take advantage of this – whilst at the same time making a genuine and positive impact on the health and wellbeing of Australians. We’re super-excited to be working with the Bupa team to make it happen!"

The business will be managed across Edge’s Sydney and Melbourne offices.

Bupa Dental business development and marketing director Stephen Druce says the agency understood the trends affecting the business and its category, as well as offering "fresh perspective" for the brand.

"Their philosophy of helping their clients find relevance, and maintain it relentlessly – and the way they have applied it to other clients – really resonated with us," Druce says.

The company's marketing manager of branded practices Celeste Morales says there was an immediate connection with the team at Edge.

"We loved the passion that the team brought to the process and their thinking to give us complete confidence that we can develop a long-term partnership," Morales says.

Bupa Dental joins a series of new business successes this year for Edge, including Amazon Prime and JDE’s Moccona and Harris Brands.

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