Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
SAN FRANCISCO – As the review for its $12-million account gets underway, Blue Shield of California appears to be considering unbundling the creative and media portions of advertising.
Blue Shield would not comment, but sources close to the process said the company is exploring several options, including pairing a media buying service with a creative boutique. S.F. contenders include media buying firms Hawk Media and KSL Media of California; creative boutiques Mandelbaum Mooney Ashley, Katsin/Loeb and Headlands Communications; and full-service agencies Ketchum, Hal Riney & Partners and Saatchi & Saatchi/Pacific as well as incumbent Coleman & Christison, these sources said.
Initial presentations will begin early this month, and a final decision is expected in June.
The healthcare industry has shifted from traditional fee-for-service providers to managed care programs such as HMOs and PPOs and competition has grown particularly fierce.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in