McCann Breaks Blue Shield Work

$10-15 Mil. Campaign Continues To Promote Access+ In California
SAN FRANCISCO–McCann-Erickson’s new campaign for Blue Shield of California introduces the client’s new Web site at www.mylifepath.com and continues to promote its Access+ HMO product.
The estimated $10-15 million campaign will appear only in California, the only state where Blue Shield competes directly with fellow healthcare company Blue Cross. Elsewhere in the U.S., the two companies operate as a merged unit. The effort features Blue Shield’s longtime tagline, “Nobody knows me, like me.”