- Ogilvy & Mather and the UK's biggest private medical insurer, BUPA, are to end their six year relationship at the end of the year.
It is understood that BUPA has already begun the search for a new creative agency, but brand development and business strategy, previously tasks handled by O&M, will in future be run by BUPA's strengthened marketing department.
The decision to part company with O&M follows the appointments in September of Howard Beveridge to the newly created position of marketing and sales director for hospitals and health screening, and of Eileen Folan to the post of head of marketing, planning and intelligence.
The appointments of Beveridge and Folan followed that of Elaine Greenwood, the former Grattan customer and marketing director, who became marketing director for Bupa's UK membership in July. All three report to Pat Stafford, who was promoted from marketing director to group marketing director in July.
BUPA will split its marketing communications into three areas - creative, media buying and direct marketing - and will appoint specialist agencies to handle each area.
BUPA currently uses O&M's sister shops MindShare for media buying and OgilvyOne for direct marketing activity.