Amazing keeps BUPA in the best of health

BUPA, established in 1947, had always enjoyed strong brand leadership but no one in their right minds was going to let them enjoy this kind of growth on their own, so by 1992 - when we came into the picture - BUPA was under pressure from aggressive pricing activity from the competition, and new entrants in the form of the insurance companies were actively sniffing around.
Agency: Ogilvy & MatherAuthor: Jes Conway

Amazing keeps BUPA in the best of health

BACKGROUND

BUPA - what does it mean to you? The byword for private medical insurance (PMI), the generic - 'we've got BUPA'; men in white coats; private rooms with thick pile carpet and vases of flowers; specialists with cool hands and perfectly manicured nails; quiet, purring efficiency? Or, depending on your politics, queue jumping and the sort of premiums that exclude all but the well-off and already well cared for?

Certainly, the previous category advertising had run a pretty well-defined course. Typically,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands