Waylon Ad Gets HMO Coalition Ad Account

Waylon Ad will attempt to change negative attitudes toward managed healthcare with a $15 million campaign sponsored by a coalition of HMOs.
Waylon was awarded the business by the group, known as the Coalition for Affordable Quality Healthcare, over fellow finalists GSD&M, Austin, Texas; The Lord Group, New York; and incumbent Goddard Claussen, Malibu, Calif.
Still up for grabs are public relations and media buying duties, according to coalition president Andrew Morrison. Each agency in the creative review teamed with a PR shop: Waylon with Shandwick; GSD&M with Porter/Novelli; Lord with Burson-Marsteller; and Goddard Claussen with Edelman.
Waylon’s past work with Aetna U.S. Healthcare–one member of the coalition–formed the basis of the winning presentation, said agency creative director Kipp Monroe. While the Aetna U.S. Healthcare unit in Blue Bell, Penn., was assigned last year to McKinney & Silver in Raleigh, N.C., sources said Aetna’s Hartford, Conn., headquarters will likely hand Waylon its corporate and retirement service ad duties, which have been at Ammirati Puris Lintas in New York.
A TV and print campaign for the coalition aimed at “opinion-influencers”–politically active members of the upper middle-class, as well as politicians and political organizations–is expected to debut as early as March, said Dave Kuhl, account director at Waylon.
The aim is to show that “healthcare is being managed better than it every has in history,” and to “make people who are managed care members feel good or better about the fact that they have managed care,” Monroe said.
Goddard Claussen in 1994 produced the “Harry and Louise” ads, funded by the Health Insurance Association of America (another member of the coalition), that were credited with helping shoot down President Clinton’s healthcare reform plan.