Bupa appoints Thinkerbell to its creative account

Bupa has appointed Thinkerbell to its masterbrand creative account, Mumbrella can reveal.

The movement marks the end of the brand’s four-year relationship with AJF Partnership (formerly known as AJF GrowthOps).

Bupa has appointed Thinkerbell to its creative account

Yesterday, Mumbrella revealed that Bupa had placed the account out to pitch.

The loss of Bupa is another hit to the AJF team, following client Holden withdrawing from Australia at the end of this year, and Target dramatically shrinking its operations with 75 stores to close down and 92 to be converted into Kmart stores.

For Thinkerbell, Bupa adds to a series of new business wins including Klarna, Ssang Yong, Billy, Business Council of Australia and Foxtel’s Binge. The year also saw Thinkerbell name MD Margie Reid as CEO and hire Ben Shepherd as general manager of media.

Bupa’s agency roster also includes Hardhat, Edge and Atomic 212. Hardhat took on the brand’s content account in 2018. Meanwhile, Edge works on creative for Bupa dental, optical and hearing.

Bupa shifted its $35 million media account from Group M’s Mindshare to Atomic 212 last year.

Bupa, Thinkerbell and AJF Partnership declined to comment.


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