Bupa is reviewing its multi-million-pound advertising, media buying
and direct marketing accounts out of the Ogilvy Group as it shifts the
strategic side of its marketing business in-house.
Bupa confirmed it was looking to appoint specialists in each area,
rather than working with one agency group on a full-service basis, and
hinted it would be seeking a smaller ad agency. The spokeswoman said:
’We want an agency whereby we are an important client to them.’
The healthcare insurer has drawn up a shortlist of agencies for its
pounds 4.7 million above-the-line business, previously handled by Ogilvy
& Mather, which was responsible for the ’you’re amazing’ campaign.
The split follows repeated talks between Bupa and other agencies,
understood to have included TBWA GGT Simons Palmer and BMP DDB.
Bupa’s group marketing director, Pat Stafford, is understood to have
approached agencies earlier this year with a view to reviewing the
business, but O&M was reappointed in June (Campaign, 25 June). A year
earlier, the company’s former marketing director, Bruce Tranter,
conducted a secret review which was abruptly abandoned when it became
public (Campaign, 15 August 1997).
Since the appointment of Stafford one year ago, Bupa has been beefing up
its marketing team as part of a company restructure. Recent appointments
include Simon Sheard as brand director, Eileen Folan as head of
marketing planning and intelligence and Elaine Greenwood as marketing
director of UK membership.
The strength of the marketing team means strategy and brand development,
previously handled by O&M, will now be developed internally.
A handful of below-the-line agencies have been invited to pitch for the
business, which was formerly held by OgilvyOne. Bupa declined to confirm
the shortlist.
Media planning and buying, held by MindShare, is also up for review.
The company has yet to draw up a shortlist, said the Bupa spokeswoman.
