CareFirst Blue Cross Calls Review

ATLANTA CareFirst Blue Cross Blue Shield has hired Joanne Davis Consulting to begin a search for a new agency to handle its $3.5 million creative and media buying account, sources said.

Trahan, Burden & Charles, an independent Baltimore shop, has handled the account for the past 10 years. TBC will not defend the account, said Bill Hooper, the shop’s chairman.

The Owings Mill, Md.-based client declined to comment on the timetable of the review, but sources said the organization expects to make a decision within the next three months.

CareFirst is one of the largest healthcare insurance providers in the mid-Atlantic region with more than 3.2 million customers in Maryland, Delaware, Northern Virginia and Washington D.C.

Joanne Davis Consulting is based in New York.