Butler, Shine, Stern & Partners has won the creative, media and digital business for Blue Shield of California.
The Sausalito, Calif.-based shop won the business after pitching against 13 other agencies. San Francisco-based Blue Shield did not have a single lead agency but worked with several shops on the business, according to a spokesman, who explained that the company was looking to consolidate its business, streamline capabilities and reduce agency fees.
"Butler Shine stood out because they are capable, credible, local and have experience in the health care sector," said the spokesman in a statement. "They were also cost competitive and have the ability to scale with Blue Shield of California as needed."
The scope of the assignment includes brand awareness, marketing analytics and media buying across all of the company's consumer and employer group businesses. Media spending is estimated at $10 to $15 million. The first work for Blue Shield is slated for the end of the year.