McGarryBowen, Chicago, Picks Up Blue Cross Blue Shield After Review

Agency Will Launch National Consumer Push Next Year

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McGarryBowen's Chicago office has been tapped by the Blue Cross Blue Shield health insurance system to serve as its creative agency of record.

The Dentsu-owned shop -- which nabbed the business after a pitch -- will be responsible for devising a national consumer brand campaign that will start running in 2013 and will be adapted in local markets. The Blue Cross Blue Shield Association spent a total of $53 million in domestic measured media in 2011, according to Kantar.

The Blues plans are made up of 38 independently owned and locally operated companies. Collectively it claims to provide health-care coverage for 100 million members, or 1 in 3 Americans.

"We want to help leverage these powerful brands under one, persuasive and unique consumer-messaging platform," Cynthia Rolfe, the marketer's VP-consumer brand strategy and research said in a statement.

As part of the statement, Ms. Rolfe noted that strategic insights and chemistry with the shop helped edge out the competition.

The win comes on an tumultuous few months. It parted ways with AB-InBev in August, but the same month secured a spot on Procter & Gamble's roster. Then rumors circulated about the shop losing some footing on the Burger King account, and last month lost a chunk of its Marriott business.

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