Bupa International has appointed FBH Incite as its global creative agency and MediaVest to handle its global online advertising strategy.
The news comes shortly after the appointment of Fiona McAnena as group brand director for the private healthcare provider.
She joined from the position of vice president, innovation at PepsiCo. Bupa has also appointed Sue Moore, a marketer a Land Securities Trillium, as marketing director for the UK health insurance business.
Marketing agency FBH Incite will create a new series of advertisements to raise awareness of the company’s range of products and services for individuals and businesses. The new campaign will be used in both online and offline media around the world.
Niall Blatcher, founding partner of FBH Incite said: “We’re really excited to be working with Bupa International to develop its business overseas. With health and wellbeing at the heart of the brand, there is huge potential to create a campaign that translates across borders and cultures as well as the individual and business sectors and specialist industries, such as oil and gas and maritime.”
David Grint, Bupa International’s commercial director said: “Bupa International has seen unprecedented growth in the last couple of years as more and more people live and work outside their home country. Online communication is key for us as expatriates increasingly rely on the internet for health information. With around 800,000 customers in more than 190 countries around the world, it is important that we further develop both our online and offline presence to ensure that our brand continues to be seen by both existing and potential customers.”
Mediavest and FBH Incite will work alongside Bupa International’s offline media agency, Total Media.