Agency: WCRS | Authors: David Golding and Jo Reid |
BUPA - The Birth of 'The Personal Health Service'.
In 1998 BUPA1 held a pitch for a new advertising agency.
The brief was simple:
Make BUPA more relevant to more people by showing them other points through which they can access BUPA and the benefits of private healthcare.
A. TO WHAT WAS THIS BRIEF A RESPONSE?
BUPA was, and still is, the brand leader in private medical insurance (referred to hereafter as PMI). In fact BUPA is more than just the biggest brand in the category: it's a...