Bupa moves $35m media account from Mindshare to Atomic 212

Australia’s biggest health insurer, Bupa, has moved its media account from Group M’s Mindshare to independent Atomic 212, Mumbrella can reveal.

The account is worth around $35m, Mumbrella understands, and was shifted following a tender process, which involved the incumbent. Mindshare won the account in 2016, ending OMD’s relationship with the company.

“After a tender process, Bupa has selected Atomic as our media buying agency,” Gretchen Fox, Bupa’s director of health insurance marketing, confirmed.

“We’ve had a successful relationship with Mindshare and thank the team for their work on building our brand and now look forward to working with Atomic.”

This year, Atomic has won accounts for Greater Bank, Spirit of Tasmania, Beyond Blue and Charles Darwin University, and was reappointed to the $27m NT Government account.

Mindshare, meanwhile, has also racked up a number of wins in 2019, including Tourism New Zealand, worth $35m, a remit expansion on NAB, and Red Bull. Last year, the agency secured the $40m Mondelez International account, dethroning Carat.

Atomic 212 and Mindshare declined to comment.


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