WWAV appointed to pounds 5m Bupa DM work for 'heartbeat' push

Bupa, the private and corporate medical insurance supplier, is moving its pounds 5 million direct marketing account to WWAV Rapp Collins North.

Bupa, the private and corporate medical insurance supplier, is moving its pounds 5 million direct marketing account to WWAV Rapp Collins North.

Bupa is switching the account from BHWG Proximity without a pitch. WWAV will handle direct marketing for Bupa's new 'heartbeat' initiative that involves individual pricing for members, as well as its other products.

The agency will establish a programme to acquire, retain and cross-sell Bupa products using DRTV, press advertising, inserts and mailings. WWAV North will also grow the Bupa Health Assurance market by promoting insurance products including critical illness cover, income protection, and long-term care with press ads, inserts and mailings.

The brief also involves marketing to finance advisers.

Elaine Greenwood, Bupa's marketing director, said: 'I have worked with WWAV in the past and have always admired its commitment, creativity and account management skills. It is great fun to work with, which helps in building the relationship.'

Helen Simpson, WWAV Rapp Collins North's managing director, commented: 'The private medical insurance market is highly competitive, but Bupa is well placed to extend its market leadership and we are confident we can help it capitalise on their new image and philosophy.'

WCRS handles Bupa's advertising and launched the 'heartbeat' programme with a recent campaign. Bupa's most recent DM activity includes a mailout to urge customers to visit its website.



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