Agency Will Partner With the Iconic Health Care Brand to Drive its 

Brand Strategy for the Future

BOSTON, MA (July 23, 2013)Building on the momentum it created with the acquisition of Philadelphia-based Neiman, allen & gerritsen (a&g), ranked number one in the United States by Advertising Age as a “Best Place to Work in Marketing and Media” for two consecutive years, announced today that it has been named the advertising agency of record for one of the country’s renowned health care brands, Blue Cross Blue Shield of Massachusetts, effective June 1. 

Blue Cross Blue Shield of Massachusetts, the largest private health plan in the Commonwealth, is an industry leader in health care reform and making quality health care affordable for its members and the broader community.  Blue Cross Blue Shield of Massachusetts offers innovative solutions for individuals and families as well as large and small businesses and is a model for other health care organizations across the country. The not-for-profit health plan manages approximately $13 billion in annual health care spending and serves 2.8 million members.

allen & gerritsen was selected by Blue Cross Blue Shield of Massachusetts because of its institutional experience and understanding of the health care industry, strategic consumer insights, creativity, and fresh thinking relative to the future of health care reform.  The agency will work with Blue Cross Blue Shield of Massachusetts to build and expand its brand and product awareness through multimedia campaigns, as well as boost the company’s digital presence.

"We were looking for a partner to help us position our brand for the future," said Kathy Varney, Senior Vice President, Brand Management and Marketing Communications for Blue Cross Blue Shield of Massachusetts.  "We were so impressed by allen & gerritsen’s insights into not only our business, but also the direction of the health care industry as a whole.  We’re confident that our partnership with a&g will build upon our solid foundation as we continue to grow our offerings for all our constituencies."

"As we continue our strategic growth, we are honored to have the opportunity to work with one of the most iconic health care brands in the country,” said allen & gerritsen CEO Andrew Graff. “Blue Cross Blue Shield of Massachusetts is leading the way in so many aspects of health care and its reform, and we couldn’t be more exhilarated to bring our creativity and innovation to help drive additional growth and success for them moving forward.”

For more information about a&g, including a comprehensive creative portfolio and client roster, please visit, become a fan on our Facebook page, or follow @allengerritsen on Twitter.




Andrew Mastrangelo

Director, Corporate Communications

Direct – 857-300-2026

Mobile – 339.237.0801