Molina Healthcare Shifts Media Account To New Agency

Last year Don Terrell, owner of Southern California media agency New And Improved Media (NAIM) decided to retire.

The firm’s biggest client was health insurer Molina Healthcare which had estimated revenue of over $24 billion in 2021. NAIM handled offline annual ad spending on the account which is estimated at annual $9 million by agency research firm COMvergence.

The dilemma for Molina Health was that the company really loved the service provided by its NAIM team, led by Tori Davis.

Davis had the option of taking over the agency but declined and with Terrell retiring the agency would be shuttered.

Enter Los Angeles-based media and agency consultant Zach Rosenberg, who brokered an introduction to a potential new media agency for the client, GP Generate. While other agencies were also considered, the “chemistry” among Davis and her three-person agency team and Molina on one hand and GP on the other was apparent. Davis and her team are now with GP where they continue to service the Molina account, now a GP client.



HL Gan, CEO of minority-owned GP Generate said, “Tori and her team are extremely talented, so it was no surprise that the client wanted to continue their relationship. From a cultural standpoint, they were a perfect fit for us.”

GP Generate also manages other accounts within the health care category such at City of Hope and Other clients include Nielsen, Vans, Mary’s Gone Crackers and others.

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