Healthcare & Life Sciences

An In-House Agency That Saved BCBST $10M+

Tavis Salazar builds BlueCross BlueShield of Tennessee's in-house agency, delivering 4,000+ projects and saving over $10M in a year.

BlueCross BlueShield of Tennessee

The Client

Company: BlueCross BlueShield of Tennessee
Website: bcbst.com
Industry: Insurance
Headquarters: chattanooga, united states
Employees: 2001-5000

About BlueCross BlueShield of Tennessee

4 million members through individual, employer, Medicare, Medicaid (BlueCare/BlueCare Plus), and dental/vision plans. As an Independent Licensee of the Blue Cross Blue Shield Association, it holds a dominant, deeply entrenched market position in Tennessee built on 80+ years of community presence, and is currently emphasizing affordability, health equity…

The Challenge

BlueCross BlueShield of Tennessee wanted a more streamlined, integrated advertising model and brought in Tavis Salazar to transition its advertising into an in-house agency spanning every platform.

Our Approach

Tavis Salazar built a Brand Strategy team of more than 30 people, including Associate Creative Directors, Art Directors, Copywriters, and Client Services. The team drove corporate advertising, brand management, and creative and design services, and Tavis strengthened BCBST's brand identity so it carried a unified vision, voice, and message across every audience.

The Impact

In a single year, the in-house team delivered over 4,000 projects across every department. The shift also saved more than $10M that had previously gone to external agencies.

The Work

$10M+

saved on external agency costs

4,000+

projects delivered in one year

Featured Expert

The Chameleon who led this engagement.

Creative Director

Tavis Salazar

View profile

Practice Areas

Creative DirectionTalent AcquisitionAgency ManagementBusiness TransformationBrand Strategy

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