HIP Reviews $10 Mil. Ad Account

NEW YORK HIP Health Plan of New York has launched a review of its ad account, now at Park South (creative) and RJ Palmer (media), according to Roth Associates, the consultancy managing the process. Billings are estimated at $10 million.

The client, the largest health maintenance organization by membership in New York City, is seeking a local shop to create traditional and Web ads as well as direct marketing pieces, said Dick Roth, principal of Roth Associates in New York.

Park South is the consumer-marketing arm of Spier New York, which specializes in book marketing. Park South was created in part through Spier’s 2002 acquisition of The Lord Group, which previously was a joint venture of WPP Group’s Young & Rubicam and Dentsu.

The consultancy is contacting agencies on behalf of the client and developing a request for proposal, which will be issued to about 10 agencies in late June. HIP hopes to conclude the review by September.

Major media spending on the HMO has fluctuated between $5 million and $10 million since 2000, with more than $9 million recorded by TNS Media Intelligence last year.

Park South and RJ Palmer are both located in New York.

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