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Honesty Rules in Blue Cross & Blue Shield Consumer Campaign
BOSTON–Partners & Simons takes a radical departure in its first consumer push for Blue Cross & Blue Shield of Massachusetts, eschewing the evocative, ethereal campaigns of the recent past in favor of realistic TV spots featuring client employees.
The TV effort, which will include some 15 spots that have begun breaking statewide, “is meant to provide a window into the brand,” said Tony Cotrupi, account director at the Boston shop.
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