MediaVest won the business in a final two-way shoot out against Optimedia at the beginning of this week and was told that it had won the account just hours after pitching.
The account was originally handled by MindShare, with its sister creative agency, Ogilvy & Mather, responsible for brand development, strategy and creative execution, while Ogilvy One worked on direct marketing.
However, BUPA dumped all of its suppliers from the Ogilvy group back in November and put the three accounts up for pitch as part of a new drive to consolidate its leading position in the healthcare market.
BUPA spoke to a long list of media agencies before Christmas, finally shortlisting just MediaVest and Optimedia. According to Simon Sheard, BUPA's brand director: "MediaVest gave us an exceptional presentation and we are confident that they have the right combination of media planning and creative flair to help us build the BUPA profile."
The MediaVest pitch was led by joint managing director, Chris Locke, who described the account as "prestigious and challenging."
BUPA is now preparing to hold pitches for its creative account. The company shortlisted HHCL & Partners, Leagas Delaney, Duckworth Finn Grubb Waters and WCRS at the end of last year and will see presentations later this month.
Barraclough Hall scooped BUPA's direct marketing account back in December, seeing off WWAV Rapp Collins and Wunderman Cato Johnson.