Customer Insight Reinvents Advertising
Early in 2004 Boston-based advertising agency Partners + Simons won the BlueCross BlueShield of Massachusetts (BCBSMA) account. It was a big win for the agency and a potentially huge account with a substantial ad budget. So, according to CEO Tom Simons, the agency set out to find out what the healthcare provider’s customers needed and valued from the company, as well as what they expected from its advertising messaging.
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