Connelly Takes Fallon Health

BOSTON Connelly Partners/CGN has won the $2-3 million ad account of Fallon Community Health Plan, the agency and client confirmed.

The Boston independent overcame two-year incumbent RDW Group in Providence, R.I.; Allen & Gerritsen in Watertown, Mass.; and Clarke Goward in Boston in the final round of a review, sources said. The client has declined to disclose contenders.

Connelly/CGN’s “good creative” and “high energy” helped put the shop over the top, a client representative said.

RDW Group chief executive Mike Doyle said Connelly/CGN’s creative prowess likely won the day. “Now that we know what they want in an agency, we think Connelly is the best choice,” he said.

The Worcester, Mass.-based client said it called a review to make certain it gets the best possible match for its business as it prepares to launch new initiatives [Adweek Online, June 12].

Fallon had been one of RDW’s most visible clients, with broadcast, print and billboards appearing throughout the greater Boston area. Recent efforts were tagged “Where you belong” and used actual X-ray images.

Connelly/CGN’s first work for the client is set to debut in the fall.