Blueprint for Transformation: Building BlueCross BlueShield’s In-House Agency
Challenge:
The leadership at BlueCross BlueShield of Tennessee (BCBST) recognized the need for a paradigm shift in their advertising and marketing strategy. They envisioned an in-house agency that could provide comprehensive end-to-end advertising services across various platforms. This ambitious project required not just a restructure but a reinvention of their approach to corporate advertising, brand management, and creative services. The challenge was monumental: to build an agency from the ground up within a well-established corporate environment.
Approach:
To meet this challenge, BCBST turned to Tavis Salazar, a seasoned leader in strategic brand management. Under his guidance, an extensive in-house Brand Strategy team was assembled. This team, comprising over 30 professionals including Associate Creative Directors, Art Directors, Designers, Copywriters, Production Managers, Integrated Producers, and Client Services, was charged with spearheading vital areas of corporate advertising and marketing communications. Salazar’s leadership was pivotal in shaping the team’s direction. His role involved not only team assembly but also nurturing a unified brand vision, voice, and message that resonated across diverse audiences. He led the development of integrated marketing communications plans, campaigns, and collateral, aligning them with BCBST’s corporate goals and initiatives. This was a comprehensive effort, integrating strategic leadership with hands-on campaign development and execution.
Impact:
The transformation under Tavis Salazar’s leadership was swift and impactful. In just one year, BlueCross BlueShield of Tennessee’s in-house agency successfully completed over 4,000 projects, revolutionizing the company’s approach to corporate advertising and brand management. This new strategic direction not only enhanced operational efficiency but also significantly elevated the brand’s visibility and messaging coherence across all departments and platforms.
