Bupa calls £10m media review

Bupa, the healthcare company, is reviewing its £10 million media planning and buying account.

Bupa has called a media review
Bupa has called a media review

ISBA’s intermediary service is handling the review and it is understood that a longlist of six agencies has been drawn up to have chemistry meetings with the client this month.

The account is currently split between Starcom MediaVest Group and Carat Manchester, formerly MediaVest Manchester. SMG handles all of Bupa’s offline media, while Carat Manchester looks after its digital business. SMG has worked with Bupa for 11 years.

Last year, OgilvyOne was appointed by Bupa to handle all of its digital, direct marketing, experiential, print and press activity. The agency won the business after a pitch against Elvis, Rapp and Tequila, in a process handled by Oystercatchers and Bupa’s group purchasing team.

Bupa spent £3.2 million on TV, £1.7 million on press and more than £2 million on DM activity in the past year, according to Nielsen, with the rest of the advertising spend spread across radio, outdoor and online.

It is understood that both OgilvyOne and WCRS&Co, Bupa’s advertising agency, are unaffected by the media review.

Bupa, which recently introduced the strapline "Helping you find healthy", this year launched a campaign featuring "real-life" customers.