WCRS | Agency Profile, Contacts, AOR, Client Relationships
Service: advertising, creative
|Main Telephone||020 3128 6000|
|Matt E.||Chief Executive Officer||London|
Sample of Associated Brands
|Emma M.||Managing Partner||London|
|Matt W.||Chief Strategy Officer||London|
|Nick F.||Managing Partner||London|
|Louise D.||Managing Partner||London|
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Account in Jeopardy - Score 77: Bupa seeks head marketer, names MD, CEO
Subject: TV, Radio, Press, Digital, Social, B2B, B2C, Online, Offline, Sponsorship, Boomers, Parents.
Company: Bupa is a private healthcare organisation that services millions of customers internationally.
Opportunity: On the hunt for a new head of marketing to lead marketing activities for B2B and B2C segments to help drive acquisition and retention of customers both online and offline. This person will plan and own the 18-month marketing plan and create the marketing budget associated, according to the job post.
The job hunt comes as Neil Kirby and Gemma Breckenridge are rumoured to have stepped down as global marketing director and head of brand and marketing, respectively. Furthermore, Alex Perry has just become CEO, promoted from GM, reporting to David Hynam-- recently appointed MD of Bupa UK.
Bupa and other private healthcare companies face the challenge of convincing consumers to pay for health insurance when 80% of healthcare is NHS. It is because of this that Bupa has to roll out new products and benefits to remain competitive. Recently, this could be seen in Bupa's bid to acquire British dentist company and vulnerable account Oasis Dental Care, valued at £500 million. The private insurer is also expanding across Europe with plans to open a new office in Switzerland
Q1 and Q3 are the largest spending periods, with Q2 traditionally being the company's key planning period. Digital sellers should anticipate a big Q1 push. MEC handles media planning and buying.
Agencies of various types have a chance here, as Bupa has worked with WCRS since 1998 and MEC since 2011 -- well beyond the average agency tenure of 2.5-3 years.
Media Spend: Spent £12.9m last year, mostly in TV. Radio and press get a big chunk, while digital ad spend is on the rise. Bupa spent £5.2m during the first half of the year.
Digital Breakdown: Per Pathmatics, Bupa has decreased digital ad spend this year after starting off strong. Bupa has spent £150k so far, with 65% on desktop and 33% on video. You can see the purchase channels breakdown in the chart. Top sites were ibtimes.co.uk, msn.com and healthline.com.
Last year, during the same period, Bupa had spent £387k, mainly on video ads.
Target Audience: Employers, Patients, public officials, doctors and hospitals.
Competitors: AXA PPP Healthcare, PruHealth
15 - 19 Bloomsbury Way,
London WC1A 2BA England
020 7656 2000
Mr Alex Perry
Mr David Hynam
Mr. Alex Spyrou
Head, Digital Commercial
Mr Stephen Hurley
Head of Digital
Mr Richard Bartlett