N.J. Horizon Blue Cross Issues RFPs

NEW YORK Horizon Blue Cross Blue Shield of New Jersey yesterday launched a review of its $5-7 million advertising account, the client confirmed.

A request for proposal sent to 14 agencies—four in New York, four in Philadelphia and six in New Jersey—asks for public relations, interactive and direct marketing capabilities, sources said. A letter from consultant Michael Manning states the client serves a large regional customer base as well as specialty niche markets, including dental, Medicare, Medicaid and casualty insurance.

The account is currently at the Sawtooth Group in Woodbridge, N.J., which created the organization’s current tagline, “Making healthcare work.” Current print and television ads focus on how Horizon Blue Cross Blue Shield of New Jersey has helped employers better serve their employees. It was not clear whether the incumbent would defend. Calls to the Sawtooth Group were not returned.

Though the client confirmed the review, it declined further comment.

Responses are due back by Aug. 12, with capabilities and credentials presentations slated for late August. Potomac Enterprises in Fredricksburg, Va., is conducting the review. The consultant did not return calls.