TV, print, direct mail... Our creative work for this
client reaches people in all kinds of ways.
Chances are, you know someone who gets their health coverage
through Anthem. Chances are you don't know the company behind this
WellPoint is the largest member of the Blue Cross and Blue
Shield Association. More importantly, WellPoint is a savvy
marketing organization with a well-articulated consumer message.
When they came to us in 2008, they were looking for a creative
partner to keep that message fresh and relevant for potential
customers of the Anthem brand.
Today, our customer acquisition work for Anthem Blue Cross and
Blue Shield appears on TV, in direct mail, in print ads and in
alternative media that targets households by carefully defined
demographic and geographic criteria. In other words, if you're a 55
year-old man residing at 555 Market Street in San Francisco who's
thinking about early retirement, you'll get a message about Anthem
health coverage that's specifically aimed at you.
We can't say exactly how many different segments we target in
our work for Anthem (these things are top secret, you know), but we
can say it's greater than one and less than 1,000. What we can say
is, Anthem keeps coming back to fresh creative to fill their
marketing pipeline and keep the phones ringing from new