The account was previously handled by Arnold Worldwide's Washington office. While measured media spending on the business was only $3.6 million during 2006, according to TNS Media Intelligence, the win gives C-K more work in the health-care/pharmaceuticals category, where it has been developing an expertise.
The agency already produces the much-heralded work for the sleep aid Rozerem -- its campaign features Abe Lincoln and a talking beaver as an insomniac's lonely dreams. It won ulcer drug Zantac earlier this year and also handles WellCare Health Plans.
With 3.1 million members, CareFirst is the largest health insurer in the Mid-Atlantic region.
A multimedia branding campaign is scheduled to launch in Baltimore and Washington in September.
"The entire health-care industry is changing so rapidly," said Jeff Johnson, exec VP-general manager Cramer-Krasselt New York. "It gives us a great opportunity to positively impact the nature of health-care advertising creating a paradigm shift in the conversation with the customer."
A CareFirst spokesman confirmed the agency switch, but declined to comment further.