Managers of the new Covered California exchange system have awarded advertising and public relations contracts.
The California Health Benefit Agency is hiring Weber Shandwick to run its marketing and advertising programs from now through April 2015.
Weber Shandwick will earn about $12 million in fees for overseeing $86 million in ad placement spending, exchange officials said.
In additional to overseeing traditional print, broadcast and billboard advertising, Weber Shandwick will handle social and digital media programs. The company also will develop brochures and other types of collateral materials for consumers.
Ogilvy Public Relations, which has been running marketing and media relations for the exchange for more than a year, will continue to handle media relations and community outreach efforts, exchange officials said.
Ogilvy will be responsible for getting volunteers and businesses to help persuade consumers to sign up to use the exchange system.
About a year ago, when the exchange chose Ogilvy to handle the initial public relations effort, a reporter at the Sacramento Bee suggested that the contract might put Ogilvy in line to win the exchange advertising vendor contract.