Last week, we joined Marketing Week’s Festival of Marketing as an experiential partner, bringing fresh thinking on how marketers can turn audience connections into commercial results.
At the festival, we showcased Arc, our performance-led capability that helps advertisers optimise towards the lower-funnel outcomes that matter most to their business. Arc represents an exciting next step in supercharging our Connection Advantage, helping brands achieve incredible results across the full marketing funnel.
Inside Bupa Global’s marketing reset
Our CMO, Bryan Scott, also took to the Future Marketer Stage with Bupa Global’s Marketing Director, Pardeep Duggal to explore the transformation that earned her team Marketing Week’s Marketing Team of the Year award.
Their conversation traced a three-year journey, from navigating business challenges and building marketing’s influence internally, to establishing the function as a key driver of business growth.
Earning influence within the business was an essential first step. By building stakeholder confidence and demonstrating commercial value, the team created the space to experiment, innovate and deliver change.
Deep customer insight and team structure were central to that shift. Deeper segmentation helped Bupa Global better understand its specialist audience, while cross-functional squads brought colleagues together around shared goals, creating a more agile and collaborative approach to marketing.
The transformation also gave people greater ownership, with everyone becoming a leader of something – empowering team members to take the lead and contribute to wider business growth.
For marketers facing similar challenges, the discussion offered three clear priorities: commerciality, delivery, and people and capability. Connecting those priorities helped Bupa Global turn its marketing ambitions into business results.
