CYPRESS, CALIF. – Senior healthcare plan Secure Horizons and its agency Baxter Stone/Santa Ana, Calif., have agreed to part ways on the $3.6-million account.
For several months, Stein Robaire Helm/L.A. and Brittan & Rogan, Newport Beach, Calif., have worked on non-competing project assignments for the company. While Secure Horizons director of marketing communications Marianne Propst said there is no review, it is possible that one agency will end up with all of the business.
‘We came to a mutual agreement that it would be best to terminate our contract with Baxter Stone last week,’ said Propst, who declined to explain the split. ‘We’ve been working with the others for a couple months, and will continue to do that. It’s possible it could move to one agency, but we want to continue on a project basis.’
Baxter Stone president David Baxter, whose agency had handled the account since 1991, said he was surprised to lose the business. ‘They’ve become the largest senior health plan in California and the fastest-growing in the country. But they’ve made changes in the marketing department and new people have new agendas.’
Baxter was referring to ad manager Janice Hopkins, who joined the company six months ago and is believed to have initiated the relationships with the other shops.
Baxter Stone’s only remaining account is Pacificare, the HMO that owns Secure Horizons. The two firms are managed separately.
Copyright Adweek L.P. (1993)