Bupa joins IAA BIG IDEA 2026 to challenge Australia’s next generation of marketing leaders – submissions close Monday, October 12

The International Advertising Association (IAA) Australia has launched IAA BIG IDEA 2026, announcing Bupa as this year’s client partner for Australia’s leading national undergraduate marketing communications competition. The IAA Big Idea invites teams of university students to develop and pitch a complete campaign concept in response to a live brief set by a major Australian brand.

Registrations are open now at iaabigidea.com.

In its twenty fourth year, IAA BIG IDEA gives university students the opportunity to tackle a live commercial brief from one of Australia’s leading organisations, working agency style to develop an integrated marketing communications campaign that responds to a genuine business challenge.

Rather than completing a theoretical university assignment, students gain experience solving the same kinds of strategic and creative challenges faced by professionals across advertising, media, communications and marketing.

This year’s challenge will see teams from universities across Australia respond to a confidential brief from Bupa, developing campaigns that combine research, strategic thinking, creativity and integrated communications planning before presenting their ideas to a panel of senior industry leaders.

Says Naomi Driver, General Manager Brand and Marketing, Bupa: “At Bupa, we believe great ideas can come from anywhere. That’s why we’re proud to partner with The Big Idea to champion emerging talent, inspire fresh thinking, and uncover bold new perspectives. We’re excited to see how students apply their creativity to real-world challenges.”

President of IAA Australia, Sheba Nandkeolyar, welcomed Bupa as Client Partner for IAA Big Idea 2026 — Australia’s longest-running competition of its kind, giving the next generation of marketers the opportunity to tackle real-world marketing challenges: “IAA Big Idea is about bridging the gap between the classroom and the industry, giving emerging talent the opportunity to apply their thinking to a real client brief. We are delighted to welcome Bupa as our Client Partner for 2026 and look forward to seeing the creativity and perspectives this next generation of marketers will bring.”

Throughout the competition, students work in agency style teams to develop a complete communications solution, from audience insights and strategy through to creative execution and final presentation.

The four highest scoring teams will present their ideas to a senior industry jury, with finalists also receiving one on one mentoring from leading practitioners to help prepare them for careers in the marketing communications industry.

Since launching in 2003, IAA BIG IDEA has helped thousands of Australian students gain practical industry experience, with many former participants now holding senior leadership positions across Australia’s leading brands, agencies and media organisations.

Key dates:

Registrations are now open at www.iaabigidea.com.
Submissions close on October 12
Finalists pitch on November 6