Bupa has appointed CHEP Network as its creative agency for Australia as it unveils plans for a strategic shift in its creative approach.
The new model aims to streamline the insurance brand’s marketing operations and will see CHEP Network partner with support agencies, including 2045, Six Black Pens, and Scooter.
CHEP Network will support Bupa across all its Australian businesses , including health insurance, dental, optical, hearing and aged care.
Naomi Driver, Bupa Health Insurance marketing general manager, said the new agency model would help support the development and execution of the insurance brand’s creative campaign needs.
“As we continue to evolve our brand and vision, we wanted to refresh our approach to how we work with our creative agencies,” Driver said.
“Our new network brings together a tight suite of agencies who will understand us, our brands and our customers intimately and work with us to collaborate on some exciting future projects.
“This new ‘partner’ model aligns to our broader business objectives and brand ambition of being the most customer-centric health care company. It will bring a consistency in market across our businesses, and help us achieve greater efficiency and value to our 4.3 million customers.”
Driver thanked incumbent Thinkerbell for its partnership over the almost four years. The agency was behind its recent campaigns, ‘Good health is contagious.’
She said: “We’ve had an incredible partnership with Thinkerbell. I want to thank the team for working with us to produce some memorable and successful campaigns, but also for their commitment to our brand and our people.”
“It is incredibly meaningful to us to become a partner of an iconic brand that cares deeply about the wellbeing of Australians and creating healthier, happier lives,” Lee Leggett, CHEP Network chief executive officer, said.
“We’re ready to support Bupa’s ambition to provide care to their millions of customers and transform the way healthcare is done.”