Boston-based Allen & Gerritsen said Tuesday that it was named the advertising agency of record last month for Blue Cross Blue Shield of Massachusetts, the largest private health plan in the Commonwealth.

The not-for-profit health plan manages about $13 billion in annual health care spending and serves 2.8 million members.

Allen & Gerritsen said it was selected by Blue Cross Blue Shield of Massachusetts because of its institutional experience and understanding of the health care industry, and “fresh thinking relative to the future of health care reform.”

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The agency said it will work with Blue Cross Blue Shield of Massachusetts to build and expand its brand and product awareness through multimedia campaigns as well as boost the company’s digital presence.