Bupa International has appointed a Brighton-based advertising agency to handle part of its advertising.

This is the first time an agency outside London has been chosen by the health care giant.

The £250,000 creative account was awarded to Designate, one of the town's best-known full-service agencies, after a six-way pitch from London-based and local firms.

Bupa International was a winner of the Queen's Award for Export Achievement last year and runs its £100 million operation from headquarters in Brighton.

The company said it wanted to bring the account closer to home, in order to develop a closer partnership with the successful agency to achieve improved levels of service and commitment.

Damien Marmion, head of marketing at Bupa International, said: "We are delighted to have found Designate.

"After a three-month trial we have been impressed with their strategic ability in helping us to target potential customers living abroad or considering an expatriate lifestyle.

"Their creativity has been first class and we have enjoyed a very high standard of service."

The account covers everything from input on marketing strategy to international advertising and direct mail, new media campaigns and business-to-business support programmes.

Anthony Bullock, managing partner at Designate, said that it is another significant win: "This is proof once again that we have built an agency that can meet the demands of major clients with well thought out marketing solutions and top quality creativity."