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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.
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