Earlier this week, Bupa Australia and New Zealand CEO Hisham El-Ansary outlined how the group was getting its aged care division back on track after a series of sanctions and Aged Care Royal Commission appearances – now Bupa has shifted its masterbrand ad creative account.

Marketing and media industry news website Mumbrella is reporting that agency Thinkerbell has been awarded the group’s core brand work, ending a four-year relationship with AJF Partnership, which also handles Bendigo Bank, Holden and Target.

Some in the sector will recall Thinkerbell was the agency behind the short-lived Retirement Living Council’s ‘A wise move’ campaign’ which launched in late 2018 in an effort to reform the retirement village sector’s image following the devastating 2017 Four Corners investigation.

Bupa’s marketing is currently divided up into a number of accounts with creative agency Hardhat working on the brand’s content, while Edge does the creative work for Bupa optical, hearing and dental.

Bupa already moved its $35 million media account from Group M’s Mindshare to Atomic 212 in 2019.

Thinkerbell has a number of high-profile clients including ECH’s Billy home monitoring technology, the Business Council of Australia, Foxtel’s Binge and Dan Murphy’s.