Health insurance giant Bupa has consolidated its creative business with Clemenger BBDO and handed media planning and buying duties to OMD following a five month pitch, B&T Today understands.
The completion of Bupa’s $2.4 billion merger with MBF in May last year prompted the shake-up of its advertising and media arrangements. Clemenger had previously managed the Bupa account, while BMF handled the MBF work. OMD has retained the media account for Bupa after battling it out with MBF’s media agency Mitchell & Partners.
Sources have confirmed the new arrangements to B&T Today, although a Bupa spokeswoman refused to comment claiming talks were continuing with “preferred agencies”.
Bupa spends around $20 million on media for brands including MBF, HBA and Mutual Community, which combined provide insurance cover to three million Australians.
Clemenger, BMF OMD and Mitchells all declined to comment when contacted.
