FleishmanHillard beat 11 competitors to win a competitive pitch to guide public outreach and reputation work for Illinois' health insurance exchange under the Affordable Care Act.

The Prairie State, which is partnering with the federal government to run its exchange, issued an RFP in mid-April for the assignment covering PR and communications for the Illinois Health Insurance Marketplace.

Budget for advertising and Pr over three years is $35M.

Pitching against FH were Weber Shandwick, GolinHarris, JWT, Finn Partners, CBD, Paco Communications, Common-Ground Marketing, Machete, E-3 Group and Metropolitan Group, according to a state tabulation of bidders.

FH's pact, which is not yet finalized, has a base year with two year-long options.

Obama campaign veteran Brian Gorman oversees advertising and PR for the Illinois exchange.

Insurance exchanges will start offering coverage Oct. 1 under the ACA.

FH, a unit of Omnicom based in St. Louis, will lead the work from its Chicago office.