Trigon Blue Cross and Blue Shield has awarded its advertising account to Adworks.
The Washington, D.C., shop defeated co-finalists Trone Advertising of Greensboro, N.C., and Gillespie in Princeton, N.J., in a reviewto win the estimated$2-3 million account.
"They leveraged their experience and key thinking, and that gave us great confidence," said client advertising manager Melissa Viscomi. "They were strong in every department. Equally important, they expressed a sincere interest in our business."
Incumbent Arnold in McLean, Va., did not mount a defense.
Adworks is expected to launch a Virginia-based print and television campaign this spring.
The print component, Viscomi suggested, would likely include regional newspapers, magazines and business publications.
"Trigon is the largest providerof healthcare in their regions," said Andrew Levene, Adworks' director of new business development. "They've got a well-founded brand and a lot of market share to gain."
An independent li-censee of the Blue Cross and Blue Shield Association in Chicago, Trigon provides medical insurance to some 2 million corporate and individual members. Its primary service area is Virginia, but also includes satellite offices of commonwealth-based companies.
Historically, licensees like Trigon operated as not-for-profits, often in partnerships with state governments. Today, they are typically profit oriented, with all the bottom line pressures faced by traditional firms.
"This is a dynamic industry right now," Viscomi told Adweek. "The strength of our brand is increasingly important. At the same time, we need to speak clearly to consumers and the business community about managed care and other issues impacting us."
In recent years, Trigon has been positioned as "The one to count on."
Arnold, which had the account for less than a year, did not execute a full-scale campaign.
"There were so many changes under way," said an agency source familiar with the relationship. "We never got off on the right foot."
Prior to Arnold, The Martin Agency in Richmond, Va., held Trigon's advertising account for a dozen years, a record Adworks is determined to chase.
"We are very service oriented," said Levene. "Our clients are our employers and we take them very seriously. Trigon was not getting the kind of service they deserve."