MINNEAPOLIS - Case Foley Sackett clinched a sudden-death round in the review for Blue Cross Blue Shield of Minnesota last week to land its sixth new account this year. And with national health care reform taking center stage, it may have picked up its highest profile account to date.
CFS begins work immediately on a new corporate positioning campaign scheduled to break this fall. The agency was selected for its strategic vision and marketing expertise, according to Richard Niemiec, BCBSM svp/corporate affairs.
'In an industry such as ours, where change is occurring at a rapid pace, it was important for us to look for a partner who could help position us strategically in the marketplace,' Niemiec said.
CFS bested 17-year-incumbent M.R. Bolin in a final round of meetings designed to test each agency's ability to think on its feet. Other agencies vying for the $2-3 million account were Colle & McVoy, The Edison Group of Martin/Williams, Coleman & Christison and Chuck Ruhr Advertising.
BCBSM is the latest in a string of wins for the 7-year-old agency. With $7-10 million in new business during that stretch, capitalized billings are expected to reach $30 million this year.
Agency principal John Foley said one of the agency's keys to success has been balance - not only between the cohesive group of staffers at the agency, but between strategic and creative direction for its clients.
'We have a diverse group of clients, but what we've excelled at is taking diverse marketing issues and helping our clients sort them out,' Foley said. 'We're working very hard and it's fun. I think it shows.'
Ron Sackett, director/creative services said the agency has done for itself what it does for its clients.
'We've tried to market the agency,' Sackett said. 'And that's caused us to look at ourselves critically. Clients see the difference.'
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