Bupa has awarded WCRS its 4.5m creative advertising account. It is the final piece of Bupa’s advertising business to be allocated after it split with the Ogilvy Group last year.
WCRS won in a final pitch against Leagas Delaney. HHCL & Partners and Duckworth Finn Grubb Waters had also pitched for the account.
MediaVest was appointed to handle Bupa’s media buying last month and Barraclough Hall Woolston Gray won the direct marketing account in December 1998.
The private healthcare company parted with O&M last November, together with MindShare, which handled the media buying, and Ogilvy One, which handled the direct work. O&M created the “You’re amazing” TV ads.
Bupa decided to take strategic marketing and brand development, previously handled by O&M, in house and sought to split its advertising, media and direct marketing accounts.
Pat Stafford, Bupa group marketing manager, says: “We are confident the work WCRS will develop will move our brand and business forward consistently.”
Bupa wants to strengthen its brand image and increase awareness of its product range – which includes care homes and hospitals – rather than to be known simply as a health insurer.