It looks like 67-year-old Blue Cross and Blue Shield of Florida went all in with Omnicom as the Jacksonville-based healthcare organization has appointed five shops from the umbrella corp to handle future brand/marketing communication work. It looks like BCBS FL is staying local for the most part as the agencies on its new roster include BBDO Atlanta, which will handle brand advertising and Fort Lauderdale-based Zimmerman, which will take on retail advertising and media buying/planning. Rounding out the list are Footsteps (African-American advertising), Alma (Hispanic) and TPG (digital/direct).
Regarding the new agency relationship, Blue Cross and Blue Shield of Florida’s VP of brand development/marketing comms Mark S. Lee says in a statement, “It embraces the emerging trend of other best-of-class marketers to employ an open-source agency model amongst its partner agencies. And it provides us with the focused specialization we require to meet the marketing challenges we face in our multi-dimensional Florida market.”
The incumbent on the BCBS FL account was Draftfcb Chicago, which was one of the seven finalists in the review that took place over the summer.