Blue Cross and Blue Shield of Florida Selects Omnicom Group Partnership Orion

Five diverse agencies to support BCBSF's brand and marketing initiatives

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Blue Cross and Blue Shield of Florida

Nov 29, 2011, 10:31 ET

JACKSONVILLE, Fla., Nov. 29, 2011 /PRNewswire/ -- Blue Cross and Blue Shield of Florida, Inc. (BCBSF) announced today that it is engaging a partnership of five Omnicom (NYSE: OMC) agencies to support its future brand and marketing communications efforts.

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BCBSF's collaboration with the Omnicom multi-agency partnership will provide Florida's health care leader with innovative and integrated marketing solutions. The Omnicom partnership is comprised of teams from BBDO Atlanta (brand advertising), TPG (digital and direct advertising), Zimmerman (retail advertising and media planning /buying), Alma (Hispanic advertising) and Footsteps (African-American advertising).

"This begins a significant shift in our agency/client relationship," said Mark S. Lee, vice president, brand development & marketing communications. "It embraces the emerging trend of other best-of-class marketers to employ an open-source agency model amongst its partner agencies. And it provides us with the focused specialization we require to meet the marketing challenges we face in our multi-dimensional Florida market."

Each agency will provide a specific specialty. They will work in collaboration – not in competition and collectively through collaboration provide the best possible marketing communications outcomes in tone, manner, style, speed to market, message delivery and consistency.

"We're eager to begin work with our new agency partners and with their help show our members – and our competitors – a new face to our already pre-eminent brand," said Lee. "BCBSF has extended beyond our role as an insurer to become a health solutions company and we are confident that our new partnership with Omnicom will help us better communicate a message of health and wellness to all Floridians."

Blue Cross and Blue Shield of Florida

Blue Cross and Blue Shield of Florida (BCBSF) is a leader in Florida's health industry. Since 1944, the company has been dedicated to meeting the diverse needs of all those it serves by offering an array of choices. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, FL, BCBSF is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information concerning BCBSF, please see its Web site at www.bcbsfl.com.

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SOURCE Blue Cross and Blue Shield of Florida