Blue Cross of Minnesota Seeks Shop

MINNEAPOLIS – Blue Cross/Blue Shield of Minnesota is in search of a new agency, and wants one that can bring innovative ideas to the table.
‘We are really looking for non-traditional ideas,’ said Chris Causey, BCBS manager/marketing communications and advertising. ‘We are coming to believe in other alternatives and our new efforts are going to be much more integrated.’
Agencies in contention for the account, worth about $2 million, are Minneapolis-based Colle & McVoy; Chuck Ruhr Advertising; Bozell; Case Foley Sackett; The Edison Group, a division of Martin/Williams; and incumbent M.R. Bolin, with whom the client has had a 17-year relationship. Also included is St. Paul, Minn.-based Coleman & Christison.
Although the agency selected will handle all BCBS advertising, the focus of the review is Project Health Vision, a program that represents BCBS’s capabilities as a managed care company. Managed care is a hot concept in health care and is expected to attract more attention as the nation’s health care system and the ways to fund it are debated in Washington.
‘With all of the attention health care is going to be receiving, we face a real challenge in getting our message out,’ Causey said. ‘The strategic partner we select is going to be heavily involved in helping us decide how we want to position ourselves in what is a progressive and competitive health care environment.’
Presentations are scheduled for the last two weeks in July; a decision should be announced shortly after.
BCBS is a not-for-profit company independently operated, but affiliated with Blue Cross/Blue Shield of Chicago.
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