Blue Cross Chooses Holland Mark: Hub Shop Resigns Delta Dental to Take On Insurer's Ad Account

Blue Cross and Blue Shield of Massachusetts last week shifted its ad account to Holland Mark Martin Edmund following a quiet review of Boston shops.
Ten-year incumbent Arnold Communications resigned the account just days before the client issued a press release saying it had hired Holland Mark after a review.
To take on the business, Holland Mark has resigned the ad account of Delta Dental in Medford, Mass., said agency president Chris Colbert.
Delta officials could not be reached by press time, and it could not be determined whether the client would call an agency review or move its business to another shop.
For Blue Cross and Blue Shield, Holland Mark will take the next “three or four months to develop a ’98 marketing plan,” Colbert said.