Bupa has announced a strategic shift in its creative approach, appointing CHEP Network as its lead creative agency for Australia and parting company with Thinkerbell after a three-and-a-half year partnership.

The new model aims to streamline Bupa's marketing operations and will see CHEP Network partnering with support agencies including 2045, Six Black Pens, and Scooter. The move aligns with Bupa's broader business objectives and brand ambition of being a customer-centric health care company.

"As we continue to evolve our brand and vision, we wanted to refresh our approach to how we work with our creative agencies. Our new network brings together a tight suite of agencies who will understand us, our brands and our customers intimately and work with us to collaborate on some exciting future projects," said Naomi Driver, Bupa Health Insurance Marketing General Manager.

The new 'partner' model will support the development and execution of Bupa's creative campaign needs and will be instrumental in achieving greater efficiency and value for Bupa's 4.3 million customers.

As part of this transition, Bupa will be ending its 3.5-year relationship with Thinkerbell, which has been behind recent marketing campaigns such as 'Good health is contagious'.

"We've had an incredible partnership with Thinkerbell. I want to thank the team for working with us to produce some memorable and successful campaigns, but also for their commitment to our brand and our people," Driver added.

CHEP Network will support Bupa across all its Australian businesses, including health insurance, dental, optical, hearing and aged care. The new agency model will commence in October 2024.