• by Steve McClellan  @mp_mcclellan, July 23, 2013

Health insurance company Blue Cross Blue Shield of Massachusetts has selected Boston-based ad shop allen & gerritsen as its new creative agency of record, the firms confirmed Tuesday. The incumbent on the account was Boston agency Partners + Simons.

The insurer spent close to $3 million on ads in 2012, according to Kantar.

The agency will create ads for the client across the spectrum of traditional, digital and social media channels.

"We were looking for a partner to help us position our brand for the future," stated 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.”

The not-for-profit health plan company manages approximately $13 billion in annual health care spending and serves 2.8 million members.

For a & g, it’s the first big win since it finalized its acquisition of Philadelphia-based ad shop Neiman last month. Other clients at the combined agency include Comcast, Boston Celtics, Yuengling and Hannaford Supermarkets.