UnitedHealth Gives Olson Ovations

MINNEAPOLIS Olson said it has been selected following a review to handle digital chores for Ovations, UnitedHealth Group’s unit that serves the needs of seniors.
The independent shop here was chosen to provide Web-based creative, tools and project management for consumer engagement efforts.
“Our goal is to help Ovations use a personal, holistic approach to interactively engage and build new relationships with its customers,” said Kevin DiLorenzo, agency president, in a statement. “We offer unparalleled expertise and service in developing the digital tools to support this objective.”

The budget was not disclosed but is likely in the $1-2 million range. Overall, United spent nearly $30 million in measured media last year, per Nielsen, but just $5 million through the first quarter of ’09.
Bucking the bad economy, Olson has been on a new-business streak of late. In March, Imation hired the shop to handle its Memorex, TDK and other audio brands. The shop also recently added assignments from Country Inns & Suites and Lee Jeans. The former chose Olson for broad mainstream marketing work — including an ad campaign — while Lee engaged the agency for online efforts including a Web site redesign.