Agency Updates

MERGE Achieves Gold for the 39th Annual Healthcare Advertising Awards

PUBLISHED: 6/30/2022

MERGE client Blue Cross and Blue Shield of Texas placed Gold for this year’s Healthcare Advertising Awards. These prestigious awards recognize the field of healthcare marketing and advertising, and is viewed as one of the most respected competitions for this industry. This year, over 4,400 entries were received—making this the largest healthcare advertising awards competition.


Blue Cross received Gold in two categories, Television Advertising and Total Advertising Campaign for their spot “The Great State.”



It is an honor for the team to win this prestigious award,” stated Keith Turco, Chief Growth Officer at MERGE. “This campaign exemplifies the dedication and support that Blue Cross Blue Shield of Texas provides every day, similar to the dedication and support that MERGE provides our clients every day, throughout the strategic and creative processes

With this campaign, the MERGE creative team wanted to engage hearts and connect parts by capturing the 95 years of dedication that Blue Cross and Blue Shield of Texas has provided to their communities. By incorporating succinct narrative that highlights the quality healthcare coverage Blue Cross produces alongside scenic imagery of Texan nature and culture, this goal was achieved. 

The team employed Texas native Sam Elliot for the iconic voiceover and through his unwavering inflection, his narrative dispersed confidence and humility to the audience. This emphasized to the viewers that Blue Cross and Blue Shield is nationwide strong, but Texas born.

Entitled “The Great State,” this campaign successfully brought to the audience a beautiful depiction of community—and that Blue Cross is there to support through it all.

MERGE placed merit for a few other spots and you can view the full winner’s list here.


MERGE promotes health, wealth and happiness in the world by merging storytelling with technology and offers marketing and technology clients full-service capabilities including strategy, creative communications, experience engineering, performance marketing, media, digital platform development and more. MERGE has enduring client partnerships with American Express, T-Mobile, LG, Facebook, Adobe, Kate Spade NY, Coach, The North Face, Fidelity, Eaton Vance, Blue Cross Blue Shield, Abbott, Astellas, Seqirus, Supernus, Boston Scientific, Advocate Aurora Health, Indiana University Health and Marco’s Pizza. With 750+ employees across offices in Atlanta, Boston, Chicago, Denver, Kansas City, Montreal, New York City and Los Angeles, MERGE uses a talent-to-task process that enables clients to think higher and feel deeper about their customers.