Benenden Health Appoints McCann Leeds for Brand Transformation

Benenden Health, which is based in York, is a mutual healthcare organisation with more than 800,000 members. Founded in 1905, membership was available only to civil servants and Post Office workers until 2012 when it opened its doors to the general public to offer an ‘affordable alternative to private health insurance.’

McCann Leeds, which is part of the World’s most creatively effective network, will be working with Benenden Health to evolve its brand proposition, creative strategy and overall marketing communications – including the development of an ATL and TV campaign to unlock further growth for the brand.

Olly Sowden, managing partner at McCann Leeds said: “We’ve had a very flattering reception since opening our doors in Leeds, and a win like this really cements our position in the region as we go into 2020. 

Benenden Health has a lot of history with a very unique and accessible private healthcare proposition. The brief is very exciting and an amazing opportunity to work with a hugely passionate team to make a big impact in the category. Benenden Health’s proposition has huge potential, we can’t wait to bring that to life.”

Natalie Walker, head of marketing at Benenden Health said: “We have been on a journey of growth in recent years, with growing brand awareness as well as being considered a trusted provider by consumers. However, we recognise the need to evolve in order to deliver more sustainable and long-term growth. McCann demonstrated the experience, creativity, passion and in-depth understanding of the market and our audience that we felt would deliver real impact and resonate.” 

McCann Leeds, which offers strategic and creative leadership opened in September this year and is based at 34 Boar Lane, Leeds.