Bluecross Blueshield

BlueCross BlueShield

Role: Internal Agency

FROM CONCEPT TO PRODUCTION, BUILDING AN IN-HOUSE AGENCY FOR BLUECROSS BLUESHIELD OF TENNESSEE.

OVERVIEW

BlueCross BlueShield of Tennessee leadership recruited Tavis Salazar to restructure and create an in-house agency to provide end-to-end advertising services across various platforms. He built and lead an internal Brand Strategy team of more than 30 individuals consisting of Associate Creative Directors, Art Directors Designers, Copywriters, Production Managers, Integrated Producers, and Client Services. The team was responsible for driving key areas of corporate advertising, marketing communications, brand management, creative and Design Services, and Sponsorships.

We were responsible for providing strategic-level leadership throughout the organization, overseeing efforts to define and manage the BCBST brand, creating a cohesive vision, voice and message to resonate with all audiences, and developing integrated, actionable marketing communications plans, campaigns and collateral to support corporate initiatives.

There were 4,000+ projects produced in one year for internal clients in every department of the company.

Bluecross Blueshield
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