Mutiny announces Bupa as foundation client

Marketing consultancy Mutiny has revealed its foundation client, health insurer Bupa Australia.

Mutiny will provide strategic services to enhance Bupa Australia’s audience acquisition capabilities using content and social.

The marketing consultancy was launched in November last year by the former managing director of Y&R Melbourne, Matt Farrugia, and ex-national engagement strategy director, Henry Innis.

Since then Mutiny has hired PwC’s Harriet Wray as its chief operating officer and the former Omnicom Media Group APAC CEO, Cheuk Chiang as partner, investor and chairman.

Alex McDonald, head of content and social at Bupa, said in a statement: “To do this well requires the expertise of experienced partners like Mutiny. Their experience and predictive marketing stack is second to none.

Matt Farrugia, CEO at Mutiny, added: “We are absolutely thrilled to be partnering with such a progressive and innovative organisation such as Bupa. And in an era when brands are hammering out large volumes of content, we at Mutiny believe it’s a commercial imperative to know exactly the value these assets are returning.

“We look forward to working with Bupa to help improve ROI and effectiveness with their content marketing efforts.”

“Bupa are an organisation with lots of data, content and brilliant customer experience opportunities. Finding ways to better connect these things is exactly what Mutiny does best,” Innis said.