Digitas gains DM account for Kaiser

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Health plan provider Kaiser Per­manente has named Digitas, part of Publicis Groupe, as its direct marketing AOR. Digitas will exe­cute both business-to-business and business-to-consumer campaigns in both the online and offline space. The budget was not disclosed.

The agency will build upon the execution of Kaiser's Thrive campaign, which launched in 2004. Thrive focuses on healthy eating habits and overall fitness and nutrition. The campaign was developed by Campbell-Ewald, which will work closely with Digi­tas. Campbell-Ewald will remain Kaiser's advertising AOR.

“Kaiser is in the process of doing some things that are really cutting edge in the medical space,” said Tony Weisman, president of Digi­tas Chicago, citing the company's push to digitize medical records, as an example. The challenge, he said, is to identify and communicate with potential members and businesses. Another goal is to increase brand loyalty for existing members.

“What we're faced with is a sig­nificant lack of awareness from those who are not in the system,” he said. “This is not an uncom­mon marketing challenge.”

Kaiser began its agency process in November 2007, issuing RFPs to eight agencies.


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