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
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
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.