CEA Sets $30M Effort for Medicare, Medicaid

A $30 million TV campaign aimed at Medicare and Medicaid recipients breaks next month from Campbell-Ewald Ad ver tising, which was awarded the assignment in late August following a review, a government representative confirmed.

The assignment is from the Centers for Medicare & Medicaid Services (CMS), which falls under the U.S. Department of Health and Human Services. The Warren, Mich., agency will handle creative and media for a campaign set to break early next month that is intended to inform Medicare recipients of their healthcare options.

Also working on the campaign is National Media in Alexandria, Va., which will do additional media buying and planning, and Muse Cordero Chen & Partners in Los Angeles, which will develop Spanish-language advertising.

CMS adminstrator Tom Scully, unveiled the national outreach effort in July.

A CMS representative confirmed that CEA’s campaign was good to go in October and that the agency was chosen from among three finalists, but could not identify the other contenders or give additional details of the review.

Agency officials declined to comment.

The effort corresponds with next year’s open-enrollment period for Medicare and Medicaid. The TV campaign also will promote the Medicare Web site, www.medicare. gov, and the toll-free information number, 1-800-Medicare, which, beginning Oct. 1, will be in operation 24 hours a day, seven days a week.

The Academy for Educational Development, a Washington D.C-based CMS contractor on communications assignments, will oversee implementation of the campaign. The advertising contract ends on Jan. 31.

It’s CEA’s second major win from the government in the past year. Last September, the agency won the U.S. Navy’s $40 million account after a six-month review.