Blue Shield of California chose Lot21 Interactive as its interactive agency
of record to handle mylifepath.com, its health information Web site available
to all Californians, and its health plan business.
Select New Media, the interactive search division of Select Resources International
(SRI), handled the agency review. Potential billings were not disclosed.
According to Paran Johar, managing partner of Select New Media, the account
is expected to grow as interactive marketing plays an increasingly
significant role in Blue Shield of California’s marketing mix. The search
began with 10 interactive agencies vying for the opportunity to provide
long-term marketing support for the Web site.
“The power of the Internet is enormous,” said Kim Duff, advertising and
interactive manager for Blue Shield of California. “We needed
an experienced interactive agency to cut through the clutter of cyberspace
and develop brand recognition and an effective online presence for us — one
that generates results. . . .Select New Media helped us make sense of it
all and
choose the best agency for our particular needs.”
Lot21 will provide online marketing and media services including strategic
media consulting, creative development, and media planning and buying.