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In a confidential letter sent to selected agencies, Blue Shield said it has had a long-term relationship with Coleman & Christison, an S.F. shop. ‘Every relationship, however, can benefit from a review from time-to-time, and we have determined that now is the time for this one,’ the letter, which came into ADWEEK’s possession, read.
According to the letter, C&C has been invited to participate in the review. There was no indication of how many other shops Blue Shield had contacted. Calls to the S.F. based insurer went unreturned. Blue Shield markets a variety of managed care products throughout California to both individuals and employer groups. In the past, the firm has focused on print and radio advertising but said in the letter it is currently exploring the possibility of television advertising as well. No speculative creative will be required for the review, according to the letter of invitation. Advertising firms have been asked to indicate their interest in participating by contacting Ruth M. Grossman, director of public relations for Blue Shield of California by March 19. The timetable for the review was not made known.
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