OgilvyOne scoops integrated Bupa account

LONDON - Bupa, the UK private healthcare provider, has appointed OgilvyOne to handle its consolidated integrated advertising account.

Bupa…OgilvyOne will handle digital, DM, experiential, print and press
Bupa…OgilvyOne will handle digital, DM, experiential, print and press

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.

In recent years, Bupa has worked with a variety of through-the-line agencies on its digital and direct marketing work, including Cheeze­DMG, Gyro Manchester and Targetbase Claydon Heeley.

OgilvyOne will now be responsible for overseeing all of Bupa's digital, DM, experiential, print and press activity. The work will have a particular focus on Bupa's health insurance offering, as well as its travel and dental insurance products, health assessments and consumer and occupational health plans.

WCRS, the incumbent on Bupa's TV ad business, is unaffected by the review.

The company's most recent integrated campaign aimed to promote its support of the Alzheimer's Society.

The campaign included a TV ad that featured a character, depicted in the brand's long-running animation style, going to visit his sister in a Bupa care home.

Bupa made a number of changes in its marketing department last year. The company appointed Fiona McAnena as its group brand director and Sue Moore as the marketing director of its UK health insurance business.

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