Bupa International hires FBH to global creative account

Bupa
Bupa

LONDON - Private healthcare provider Bupa International has appointed FBH Incite to its global ad account and MediaVest to handle its global online ad strategy.

Mediavest and FBH Incite will work alongside Bupa International's offline media agency, Total Media.

According to Bupa, FBH Incite will develop a new suite of advertisements to raise awareness of the brand's range of products and services. Meanwhile, MediaVest will be responsible for promoting the company's brand, products and services worldwide.

The agency appointments follow the news that PepsiCo marketer Fiona McAnena as Bupa's first group brand director. McAnena, previously vice-president for innovation at PepsiCo, will report to former British Airways commercial director Martin George, who was hired as interim group marketing director at Bupa last year.

The company also recently recruited another former BA employee, Sue Moore, who joins as marketing director of its UK health insurance business.

George was hired by a former BA executive, Val Gooding, who has since been replaced as Bupa chief executive by Ray King.

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