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Kaiser Permanente Names Digitas Agency of Record for Direct Marketing
Date:3/26/2009

Digitas to Provide Strategic Direction and Execute Creative Campaigns

OAKLAND, Calif., March 26 /PRNewswire/ -- Kaiser Permanente has chosen Digitas, Advertising Age's 2008 Digital A-List direct marketing agency and BtoB Magazine's 2008 Top Agency, as its online creative and offline direct marketing agency. Partnering with Digitas will strengthen Kaiser Permanente's direct marketing platform by leveraging the successful "Thrive" advertising campaign that the health care organization launched in 2004.

By selecting Digitas, Kaiser Permanente will realize greater marketplace potential through an integrated, customer-centric marketing effort. Digitas will elevate the dialogue with Kaiser Permanente customers to increase loyalty and grow membership. This campaign will fully integrate with the Thrive campaign, which Campbell-Ewald will continue to develop and manage. Campbell-Ewald will continue to be Kaiser Permanente's advertising agency of record.

"We are confident that the expertise Digitas brings to the table in direct marketing, creative and infrastructure services will assist us in creating seamless customer experiences," said George C. Miller, vice president of database marketing services for Kaiser Permanente. "This agreement reflects our overall goal to align Kaiser Permanente's services with the needs of our customer segments by communicating a targeted message through media channels, both online and offline."

"We are thrilled to partner with Kaiser Permanente to help further enhance its presence in the marketplace," said Tony Weisman, president of Digitas Chicago. "With our expertise in integrated acquisition and loyalty programs and creative brand building, we strongly believe we can help this premiere health care organization develop world-class programs."

As direct marketing agency of record, Digitas will work closely with Campbell-Ewald.

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SOURCE Kaiser Permanente
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