MediaVest snatches Bupa 4.5m brief from Optimedia

MediaVest has won the 4.5m media buying account for Bupa after pitching against Optimedia.

Bupa parted company with full-service incumbent Ogilvy & Mather in November last year after a six-year relationship. The group had provided an integrated service, with MindShare buying media and Ogilvy One handling direct marketing.

An announcement on the creative account is expected in February. Duckworth Finn Grubb Waters, HHCL & Partners, Leagas Delaney and WCRS are on the shortlist.

Barraclough Hall Woolston

Grey won the direct marketing account in December after pitching against WWAV Rapp Collins and Wunderman Cato Johnson, the former incumbent on Bupa’s customer retention business.

The changes follow a strategic review of Bupa’s business in which a number of agency functions, such as brand development and business strategy, were moved in-house. Bupa had also decided to opt for specialist agencies rather than one full-service agency.

Bupa has seen a number of changes following the departure of marketing director Bruce Tranter in 1997. He was replaced by Pat Stafford in November last year and Simon Sheard, formerly marketing head for Pontin’s, was hired as brand director.

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