Bupa Dental appoints Edge to its creative account

Bupa Dental has appointed Edge as its creative agency of record.

The account includes Bupa Dental’s content and will be managed by both Edge’s Sydney and Melbourne offices.

Edge will be executing the creative for Bupa Dental

The appointment comes one week after Edge announced Caitlin Ammann had joined as planning director from BWM Dentsu.

Stephen Druce, Bupa Dental business development and marketing director, said: “We were very impressed with Edge’s understanding of the trends affecting our business and category, and their fresh perspective on Bupa’s place in the health and care sector. Their philosophy of helping their clients find relevance, and maintain it relentlessly – and the way they have applied it to other clients – really resonated with us. We’re excited to start working with them.”

Celeste Morales, Bupa Dental marketing manager of branded practices, added: “We had an immediate connection with Edge. We loved the passion that the team brought to the process and their thinking to give us complete confidence that we can develop a long-term partnership.”

Richard Parker, executive planning director at Edge, said of the account: “We’re living at a time when consumer expectations, advances in technology, and changes in attitudes to brands are combining to create a dental care environment ripe with potential.

“It’s not every day an agency gets the opportunity to work with such a well known brand to help take advantage of this – whilst at the same time making a genuine and positive impact on the health and wellbeing of Australians. We’re super-excited to be working with the Bupa team to make it happen.”

Last year, Edge won the creative account for Moccona Coffee and creative project work for Vic Roads. It also added the content accounts for Virgin MoneyFreedom Furniture and Jaycar to its roster.


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