EmblemHealth, the New York–based health insurer, has selected Strat Farm, part of Havas Worldwide, as its new agency of record for strategic, creative and media duties for its brand advertising.
Strat Farm’s first work on the account is expected to break in the second half of 2014.
EmblemHealth, with about 3.4 million customers, spent $13.5 million on ads in 2012, according to Kantar. Full-year 2013 spending wasn’t immediately available and the company declined to disclose that figure.
The incumbent on the account was Interpublic Group’s Mullen, which defended. Mullen originally was awarded the EmblemHealth business in January of 2011 after a review that began the previous fall. Information about other contenders wasn’t immediately available.
“We chose Strat Farm because the team’s vision aligned with EmblemHealth’s mission to bring care closer to our members and the communities we serve,” said Marc Warner, senior director, branding and advertising at EmblemHealth. “Building on our existing campaign, we look forward to collaborating with Strat Farm to further demonstrate to all New Yorkers what care feels like and how we are providing the tools and resources to help them stay healthy, get well and live better.”
Laurel Rossi, president of Strat Farm, said that the client’s “What Care Feels Like” campaign “demonstrates EmblemHealth’s commitment” to its customers.
For Rossi, winning EmblemHealth is a reunion of sorts. Before starting Strat Farm -- acquired by Havas in 2011 -- she was managing director at Hill Holliday New York which had the EmblemHealth assignment before Mullen took it over.
Strat Farm said Executive Creative Director Pamela Vahdat will lead creative on the EmblemHealth account.Search consultant AAR Partners managed the review process.