Personal, the below-the-line agency backed by WCRS, has been appointed to the &£1.5m integrated account for Bupa’s cosmetic surgery service after a two-way pitch against Watson Phillips Norman.
It is the first time Bupa has appointed an agency to advertise cosmetic surgery. The agency has created a print and direct marketing campaign that aims to boost awareness of the services.
The campaign, which launches later this week, features Bupa’s “Feel Better” strapline and will include ads in women’s lifestyle magazines, digital activity and press inserts.
Bupa, which has been providing cosmetic surgery for a number of years, has previously only advertised the service at a local level. The appointment of Personal marks a new focus on national advertising.
Bupa’s &£11m advertising account is held by WCRS, which has worked with the company since 1999. Bupa also uses Partners Andrews Aldridge on its membership and customer relationship management activity.
It is thought a conflict with the Bupa account prevented WCRS from taking on a project for Prudential’s Pru Health brand (MW August 18). The brief was handed to Prudential’s below-the-line agency, Tequila/London.