Blue Cross' New Agency Will Focus on Issues

The Blue Cross and Blue Shield Association is expected to scale back spending and place more emphasis on issue advertising once it selects a new agency, an executive for the company said.

Chicago-based Blue Cross, the umbrella organization for regional Blue Cross entities across the country, has kicked off a review through consultant Jones Lundin Beals, Chicago. Six-year incumbent Foote, Cone & Belding was not invited.

The association’s new advertising direction follows the May arrival of Joseph Bogardus, a longtime executive with Kodak, as executive director of marketing communications and support.