BUPA PR revamp leads to ’internal agency’ creation

Private health group BUPA has reorganised its PR function, creating an internal agency to provide subsidiary companies with PR services.

Private health group BUPA has reorganised its PR function, creating

an internal agency to provide subsidiary companies with PR services.



Until now the company’s corporate communications staff worked across the

different businesses, handling enquiries for different companies in the

group.



Incoming head of public affairs Claire Cater has formed ’account teams’

within the department. Cater, the founder and former managing director

of Cordiant subsidiary Milton Cater, now runs 16 staff in the unit,

which is split into three account teams.



Each team is headed by a senior consultant - equivalent to account

directors at an outside agency - working for specific ’clients’ within

the BUPA group. A vacancy currently exists for one of these

positions.



Clients range from BUPA Wellness - a screening and occupational health

services company - to BUPA Hospitals and Membership, the health

insurance company commonly thought of simply as BUPA. Each now has its

own account team based within Cater’s unit.



The provident company, which reinvests profits instead of paying them to

shareholders, maintains a group PR function under Cater, who remains

responsible for professional relations, community affairs and links with

the group’s marketing department.



BUPA - the British United Provident Association when it was funded in

1947 - uses Brunswick for financial PR, but only uses other external

agencies on a project basis.



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