BUPA has handed its pounds 6m media account to MediaVest and is
expected to make a decision on its new creative agency early next
week.
MediaVest pitched for the business in a final head to head against
Optimedia.
The creative account will be contested by Leagas Delaney and WCRS at a
pitch this Friday.
Details of the new positioning for the brand are being kept under
wraps.
However, BUPA is understood to be looking for partners to help it move
on from its perception as a private medical insurer, to being seen as a
supplier of all forms of private healthcare services.
It also wants to appeal to a younger audience.
The private healthcare firm decided to review its entire advertising
account last November when it split from Ogilvy & Mather, its ad agency
for six years.
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