Navigating the Internal Branding Voyage at BlueCross BlueShield of Tennessee
Challenge: BlueCross BlueShield of Tennessee (BCBST) stood at the threshold of a strategic evolution. The leadership, envisioning a more streamlined and integrated advertising model, sought out Tavis Salazar. The objective was audacious: transition and morph their advertising ecosystem into an in-house agency that would span the gamut of platforms.
Approach: Tavis Salazar orchestrated a masterful strategy. He fostered a robust Brand Strategy team, bringing together over 30 individuals from diverse fields, including Associate Creative Directors, Art Directors, Copywriters, and Client Services to name a few. This dynamic ensemble was tasked with a multifaceted mission: to drive corporate advertising, oversee brand management, and sculpt creative and design services. Moreover, Tavis took the helm in fortifying BCBST's brand identity, ensuring it emanated a unified vision, voice, and message that resonated across all audience spectra.
Impact: The results were nothing short of transformative. In a mere year, this in-house team rolled out over 4,000 projects, touching every department within the company. Beyond sheer volume, the financial resonance was palpable. The strategy unlocked a staggering saving of over $10M, funds that had previously been earmarked for external agency collaborations.
