Bupa has selected CHEP Network as its new creative agency for Australia, marking a significant shift in its marketing strategy.
Under this new partnership, CHEP Network will collaborate with various support agencies, including 2045, Six Black Pens, and Scooter, to revamp Bupa’s marketing operations. This move is part of a broader strategy to streamline and enhance the insurance brand’s creative approach.
CHEP Network will oversee Bupa’s marketing initiatives across its Australian operations, encompassing health insurance, dental, optical, hearing, and aged care services.
Naomi Driver, General Manager of Marketing for Bupa Health Insurance, emphasized that the revamped agency model is designed to better support the brand’s evolving creative campaign needs.
“As we continue to refine our brand and vision, we recognized the need to refresh our creative agency partnerships,” Driver stated. “Our new agency network will consist of a cohesive group of agencies that deeply understand our brand, our customers, and our needs, allowing for more effective and collaborative future projects.”
Driver noted that this new model is in line with Bupa’s goal of becoming the most customer-centric healthcare provider. It is expected to enhance market consistency across Bupa’s various business units and deliver increased efficiency and value to its 4.3 million customers.
Driver also expressed gratitude to Thinkerbell, the outgoing agency that has been instrumental in recent campaigns such as ‘Good health is contagious.’ She remarked, “We’ve had a fantastic partnership with Thinkerbell, producing memorable campaigns and showing their dedication to our brand and our people.”
CHEP Network’s CEO, Lee Leggett, expressed enthusiasm about the new partnership. “It is a privilege to become a partner with a renowned brand like Bupa, which is dedicated to improving the wellbeing of Australians and fostering healthier, happier lives,” Leggett said. “We are excited to support Bupa in achieving its vision and transforming the healthcare experience for its millions of customers.”
