Campbell-Ewald competed for the account against Interpublic sibling McCann-Erickson Worldwide, New York, in the final round, said David Melancon, principal of consulting firm Brandstream Partners, which handled the review.
Spending to increase
According to TNS Media Intelligence/CMR, the company spent $10 million in measured media in 2002 and $7 million from January to August 2003. Mr. Melancon said spending is expected to increase significantly in 2004.
The HMO provides health care to 8 million residents in nine states. Calls to Kaiser Permanente were not returned at press time.
Kaiser currently uses Omnicom Group's Rapp Collins, New York, for direct marketing, and Interpublic's Initiative Media, Los Angeles, for media buying and planning.
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Rich Thomaselli contributed to this story.