Navigy Turns to FCB for Interactive Development

Foote, Cone & Belding has picked up interactive work for Navigy, a year-old healthcare consultancy connected to an existing FCB client, the agency said.

Navigy is a subsidiary of Blue Cross and Blue Shield of Florida, an FCB Chicago client for the past four years.

Jacksonville, Fla.-based Navigy’s business is to provide “ideas that will tech nologically enable new ways to deliver healthcare services and solutions to consumers,” said Zain Raj, who heads FCB’s new-business team under the title of chief growth officer.

The account will be run by Margo Conant, senior vice president, management director, who reports to Raj.

The Chicago shop bested three other finalists for the business, which sources estimated could bill in the $5 million range. Contenders were not disclosed.

Navigy’s target is healthcare companies and venture-capital firms that might invest in its technology, Raj said. The agency’s initial task is to build a Web site through its interactive unit, FCBi.

“It is fundamentally a business-to-business model,” Raj said of Navigy’s advertising plans.

According to the company’s Web site, “Navigy’s mission is simple: Shape the future of the health industry.”

“We wanted a company with a strong understanding of branding,” as well as one that can handle the transactional nature of the com pany’s Web site, said Ashley Allen, an associate with Navigy.

Allen said the Web site will initially be a “simple informational brochure,” but FCB is expected to develop it into a collaborative work site over time.

Users will be customers or potential partners or vendors. “We don’t expect [the need] to drive a lot of traffic to the site,” Allen said.