After 22 years at Clemenger BBDO, Melbourne health insurer BUPA shifts its account to Big Red
After 22 years of award-winning advertising at Clemenger BBDO, Melbourne, health insurance giant BUPA has shifted its account to Big Red, Melbourne.
The win was confirmed by Big Red’s Ted Horton, who referred any other comments to BUPA.
In November 2011 Clemenger BBDO Melbourne put to air ‘The Moment’, a spot to launch Bupa. The campaign was the beginning of one of the largest brand migrations in Australian history – transforming HBA, MBF and Mutual Community into the one BUPA brand.
The appointment follows a thorough internal review process, which included strategic workshops with five agencies. Bupa’s relationship with media agency OMD will continue unchanged.
Bupa’s marketing director, John Moore, said he was enthusiastic about working with Big Red and welcomed the fresh perspective they bring to Bupa’s brand activity.
Says Moore: “Big Red have demonstrated a genuine passion in working with Bupa to develop and cement our reputation as Australia and New Zealand’s leading health and care company.
“Bupa is a diverse health and care company, which operates a range of businesses in both purchasing and health and care services. I am confident that the fresh thinking Big Red brings to our account will help us broaden consumers’ understanding of our business and to clearly differentiate us in an increasingly competitive marketplace.”
John Moore congratulated Clemenger BBDO, Melbourne on the integral contribution that they have made to establishing Bupa’s brand in the Australian market.
Says Moore: “The success of the “Find a healthier you” campaign was a pivotal step in Bupa’s journey toward recognition as a broad-based health company.
“We look forward to working with Big Red to explore new ideas, perspectives and thinking as Bupa continues to grow its health and care activity in Australia and New Zealand.”
17 Comments
I look forward to their premiums going ‘down down’ shortly.
You can hear it coming …. the retail version, how about an old rock band meeting their younger selves and doing a big BUPA song?
what a BLUPA
Big Red will have fun in the circus!
What about ‘Bupa Trouper’? The story of a middle-Australia battler fighting to ‘find a healthier them’ with the assistance of the health fund?
Shame. I thought the work was some of the best in the category.
That logo.
Clients find Ted very persuasive, reassuring and wise.
A certain someone has made a career of coming into marketing departments, shaking things up, creating chaos and then leaving a few years later.
Unfortunately the results of this self styled change agent aren’t all that flash. Good luck Big Red, but more to the point good luck Bupa. Hope it works out for you.
I”m going to have to change health funds if the ads turn me crazy.
So the new Bupa marketing team want their brand to be in the same company as Coles, Target and Jetstar?
They didn’t deserve to win TAC. They didn’t deserve to lose BUPA.
Whatever happens, it’s only advertising.
Expect moore stuff like this.
So the new Bupa marketing team want their brand to be in the same company as Coles, Target and Jetstar?
I though the work Clems produced was brilliant and so ahead of its time for health insurance. The work can only go down down from this point. Medibank must be having a good chuckle at where to for Bupa.
Same old, same old.
More Ted Horton bashing from the dissatisfied – those without the talent and chutzpah to build this serious independent agency. One that brands want to work with, and one that connects with consumers beyond St Kilda and Surry Hills.
Down from the high-horse peeps. Feel free to pull your finger out and do better.
Health insurance has been getting more competitive on the retail front for a while, so I guess this makes sense – although competing just on price would be a dangerous mistake in a plummet to the bottom … which I hope Big Red don’t do.
Alternatively, I think the Clems work lacked impact or any compelling reason to consider the brand – plus outside of ad and health industry people, I doubt the “meet a healthier you” work was strong enough to engage with or readily understand, in the way it was executed.
@We can’t take any Moore – I’ve heard similar tales elsewhere, and there are sadly a few just like him doing the rounds.
@Andrew, I reckon your view on Clems is way off. Find a healthier you is in the vernacular, it’s been parodied in the media etc. There are very few campaigns that reach these heights, and certainly no others in the health insurance category.
Add to that years of great work on HBA and this decision reeks of bad judgement