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Trigon Blue Cross and Blue Shield has awarded its advertising account to Adworks.
The Washington, D.C., shop defeated co-finalists Trone Advertising of Greensboro, N.C., and Gillespie in Princeton, N.J., in a reviewto win the estimated$2-3 million account.
“They leveraged their experience and key thinking, and that gave us great confidence,” said client advertising manager Melissa Viscomi. “They were strong in every department. Equally important, they expressed a sincere interest in our business.”
Incumbent Arnold in McLean, Va., did not mount a defense.
Adworks is expected to launch a Virginia-based print and television campaign this spring.
The print component, Viscomi suggested, would likely include regional newspapers, magazines and business publications.
“Trigon is the largest providerof healthcare in their regions,” said Andrew Levene, Adworks’ director of new business development.
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