It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Bupa’s marketing director, John Moore, has been promoted to a newly created role in the health insurance group’s corporate HQ from 2017.
Moore’s new role will focus on accelerating and building Bupa’s customers’ digital experience and is aimed at helping the group become a customer-first and digital leader globally, the company said in a statement.
Moore has been leading Bupa’s A/NZ marketing team for more than three years and has been listed for the last two years among CMO’s top 50 most innovative marketers in Australia. One of his major achievements during his tenure has been spearheading the creation of The Blue Room, a content marketing initiative driven by supporting customer health and care needs.
The content play is part of a wider strategy aimed at repositioning the brand around experience.
Moore said he was excited about the chance to drive customer-led digital experiences on a larger scale across Bupa’s wider business.
“Everything we do is built on delivering positive experiences to our customers and we’ve got to be creative with how we meaningfully engage with our customers,” he said. “Customer-led digital experiences play a key role in that, with a focus on understanding trends and delivering solutions that can make a real difference to our customers and people.”
Bupa A/NZ managing director, Dean Holden, thanked Moore for his work over the past three years and highlighted the latter’s efforts to put customer centricity, digital and innovation at the heart of its go-to-market strategy. He said Moore was also responsible for introducing new ways of working that helped this more customer-led approach, such as agile and human-centred design.
“In that time, his team has repositioned our brand in the market, bringing the great things we do to life through stories that demonstrate the breadth of what we do and in turn, help Bupa be known for making a difference in health and care,” he said.
Bupa said it’s now in the process of finding Moore’s successor as marketing director for A/NZ.
Moore is the second local CMO to be promoted to an overseas role this week. Mercer’s chief customer and marketing officer for Pacific, Renee McGowan, has also been promoted to a global business operations role and will relocate to New York in coming weeks.