Mars Advertising in Southfield, Mich., has bested Edois Advertising, Birmingham, Mich., for the $2 million CareAmerica Michigan account.
Advertising expenditures are expected to grow as the health maintenance organization signs up companies to offer the health plan, said Greg Williams, vice president of sales and marketing for the Detroit-based healthcare provider.
The agency's first campaign for CareAmerica is planned for the first quarter of 1998. Mars has healthcare experience, having earlier handled the SelectCare health maintenance organization in Troy, Mich.
The CareAmerica HMO is jointly owned by CareAmerica Health Plans Inc., Woodland Hills, Calif., and Michigan Provider Network, Troy, Mich.