The Partners is conducting a full-scale literature review for Bupa for a £100 000 fee.
Bupa is the UK’s largest private insurer. It denies that it is part of an identity or brand review although head of brand management Peter Smythe concedes that the private insurer has been repositioning itself as a personal health service over the past 18 months. In September 1999 it kicked off an ad campaign to push the personal message.
The consultancy was hired following a strategic pitch between The Partners and Dragon. C-Eye was involved in initial talks, says Smythe.
The literature review is designed to create a consistent image and message across the entire Bupa group. “We want to project one Bupa across our visual material,” he comments.
The Partners development director Claire Robinson says it has been appointed “to get synergy across (Bupa’s) marketing literature”.
In 1998 Bupa International, the division of Bupa targeted at expatriates, was rebranded by Mercier Gray.