A group of five Omnicom agencies prevailed in the review for the Blue Cross and Blue Shield of Florida business currently handled by Draftfcb, Chicago. The IPG agency was a finalist in a search that began in March.
The Omnicom holding company agencies that have been selected are BBDO in Atlanta for brand advertising; TPG, digital and direct; Zimmerman, retail advertising, media planning, and buying; Alma, Hispanic advertising; and Footsteps, African-American advertising.
Mark S. Lee, vp, brand development and marketing communications at Blue Cross and Blue Shield of Florida, joined the Jacksonville, Fla.-based healthcare provider 18 months ago. He declined to disclose spending on the business.
Blue Cross and Blue Shield of Florida initially started with 350 national, regional, and local agencies, eventually paring the list of contenders to around eight, which were given RFPs.
“We had a long-term relationship with Draftfcb and never really went to a review process before, but with the changing marketplace in terms of competition, dynamics, and diversity, this was an opportunity to challenge ourselves as an organization to find the best possible marketing partners,” Lee said.