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NEW YORK Horizon Blue Cross Blue Shield of New Jersey yesterday launched a review of its $5-7 million advertising account, the client confirmed.
A request for proposal sent to 14 agencies—four in New York, four in Philadelphia and six in New Jersey—asks for public relations, interactive and direct marketing capabilities, sources said. A letter from consultant Michael Manning states the client serves a large regional customer base as well as specialty niche markets, including dental, Medicare, Medicaid and casualty insurance.
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