• by Steve McClellan  @mp_mcclellan, September 26, 2016

EmblemHealth, one of the nation’s largest nonprofit health plans, has chosen gyro New York as its brand agency of record. The appointment came after a review.

The agency, in conjunction with its healthcare practice gyro:human, is tasked with developing brand strategy and creative for EmblemHealth and its partner, AdvantageCare Physicians (ACPNY), one of New York’s largest multi-specialty physician group practices.

In the recent past the client had used Havas' Strat Farm -- appointed to EmblemHealth's agency roster in 2014 -- for creative and strategic duties. It wasn't immediately clear whether that shop was the most recent incumbent or whether it participated in the review.

The client spends and estimated $10 million to $15 million annually on ads.   

Commenting on the selection, Beth Leonard, EmblemHealth’s Chief Marketing and Communications Officer, said: “In gyro, we are confident we’ve found a partner that not only shares our values and respect for hardworking New Yorkers, but one that has a solid grasp on our industry and how to navigate the opportunities and challenges that lie ahead.”  

EmblemHealth and gyro — now part of Dentsu Aegis Network — are launching their first collaborative campaign today, which will appear in digital, print, out-of-home and Pandora radio in the New York metro area. The creative speaks to the relationship between health and life and features what the partners call “an evolved, wittier brand voice.” 

This interim campaign was designed for the 2016 – 2017 open enrollment season. A larger brand effort will debut in 2017. 

Wendy Lurrie, managing director of gyro New York and gyro:human, said: “EmblemHealth is an iconic pillar of the New York healthcare community. EmblemHealth’s story of excellence is one we are looking forward to expanding, enhancing and evolving.” 

The health plan serves 3.1 million people across the New York tristate area.