MWW to carry out regional effort as new AOR for Oxford

TRUMBULL, CT: Oxford Health Plans has awarded The MWW Group what Maria Gordon-Shydlo, director of PR for the provider, calls a "significant six-figure," one-year contract.

TRUMBULL, CT: Oxford Health Plans has awarded The MWW Group what Maria Gordon-Shydlo, director of PR for the provider, calls a "significant six-figure," one-year contract.

Burson-Marsteller confirmed that it was the other of the two firms shortlisted for the work.

Oxford, which had worked with Magnet Communications for the past three-and-a-half years, cited an expanded regional and b-to-b focus as the reason for selecting a new agency of record.

Although it is considered a national campaign, Michael Kempner, CEO of MWW, said, "A regional approach will let us really engage with Oxford's consumer base."

Oxford offers health plans primarily in the New York, New Jersey, and Connecticut area. MWW is headquartered in East Rutherford, NJ.

The agency will work alongside Oxford's in-house team of three to target "employer groups, brokers, hospitals, and physicians," said Kempner. He noted that existing and potential new members of Oxford plans will remain a core audience, despite the shift in focus.

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