EmblemHealth Assigns Creative, Media Duties to Mullen

EmblemHealth has awarded lead creative and media duties on its advertising account to Interpublic Group’s Mullen, after a review. Annual major media spending is projected at $15 million.

Sources identified the other finalists as Publicis Groupe’s The Kaplan Thaler Group in New York and the incumbent, Interpublic’s Hill, Holliday, Connors, Cosmopulos in Boston.

In a separate but parallel pitch, IPG’s Hacker Group retained direct marketing duties. The other finalists for that piece of the business were independent shops Merkle in Columbia, Md., and Rauxa Direct in New York.

EmblemHealth, which is based in New York, is the parent company of Group Health Inc. and HIP Health Plans of New York, which collectively serve about 3.3 million customers.

AAR Partners in New York managed the review, which began in the fall.

Mullen will run its account out of its Boston office, led by group account director Bill Doyle and group creative director Pat Peterson, an agency rep said. Hacker services EmblemHealth out of its office in Seattle.