Kaiser Seeks Agency to Roll Out New Work

Kaiser Permanente is preparing a list of 10 agencies to vie for its estimated $30 million national branding assignment.
This is the Oakland, Calif.-based healthcare company’s first effort to execute a cohesive image campaign. The winning agency will develop Kaiser’s 1998 national advertising and direct response work.
“Advertising and media buying are currently handled at the local level,” said Vaughan Acton, Kaiser’s vice president of brand management. “Now we want to consolidate our efforts to achieve more effective messaging and reduce costs.
“No image advertising will be handled by our [regional offices] in the future” she added.