Atomic 212° Snares Bupa’s $35 Million Media From Mindshare

Atomic 212° Snares Bupa’s $35 Million Media From Mindshare

Independent agency Atomic 212° has snared health insurer Bupa’s $35 million a year media spend away from Mindshare who previously won the business back in 2016.

Not that the agency was overly forthcoming about the good news, an Atomic 212° spokesperson declining to comment on the win.

In a statement to B&T, Bupa’s director of health insurance marketing, Gretchen Fox, said: “After a tender process, Bupa has selected Atomic as our media buying agency.

“We’ve had a successful relationship with Mindshare and thank the team for their work on building our brand and now look forward to working with Atomic.”

Bupa’s creative is done by a roster of agencies including AJF Partnership and, coincidentally, Mindshare. It’s unclear if this relationship will continue following today’s announcement and B&T has contacted Mindshare for comment.

Of course, Atomic 212° is also a creative agency too, however, today’s $35 million win does only appear to include Bupa’s media spend.




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