EmblemHealth has begun a review of branding and direct chores on its ad account and hired consultancy AAR Partners to oversee the process.
AAR said the client frequently reviews such vendor relationships, adding that the process does not reflect on the work being done by the incumbents.
Interpublic Group's Hill, Holliday in Boston has handled branding chores since 2006, while DR agency Hacker Group of Seattle has been on the roster nearly a decade. Those shops have been invite dto defend and are expected to do so, an AAR representative said.
AAR pegged ad spending moving forward at $15 million. That would a considerable boost from recent levels. Per Nielsen, the client spent $5 million in measured media last year and $1 million through the first half of 2010.
The client expects to complete the process by year's end.
The goal is to ensure the best service, value and fit with the marketing objectives, goals and core beliefs of Emblem, per AAR.
Emblem is the parent of Group Health Inc. and HIP Health Plans of New York, which provide care to 3.3 million customers via PPO, EPO and HMO programs, as well as prescription drug, dental and vision plans.