ABSTRACT
Betsy Zeller, president of Zeller Group, sat in her office pondering the call she had just received from an agency search consultant. The consultant had said that the client she represented, Universal Healthcare Systems, was very interested in having her agency pitch their business. Intrepid Healthcare was the second account the Zeller Group had landed. In fact, Betsy had handled the account personally for the initial eight years that Intrepid was at the agency. Intrepid was never very large, but they did do nice work. The past few years, Zeller Group was awarded a Health Effie, one of the highest awards for healthcare advertising. Universal Healthcare Systems, on the other hand, was one of the top three healthcare systems in the country. They were in thirty states and had a huge advertising budget. Their entire account would represent nearly 50 percent of the Zeller Group's total revenue.
