New Mexico's health insurance exchange has awarded a $6M PR and marketing pact to two agencies following an RFP that drew 14 bids.

Milwaukee-based BVK and Cooney Watson & Associates of Albuquerque emerged from the pack. BVK is the lead contractor.

New Mexico plans to run its own health insurance exchange under the Affordable Care Act with help from the federal government. An estimated 23% of citizens in the Land of Enchantment don't have health insurance.

The RFP, released in June, estimated nearly $3M in PR spending for the remainder of 2013. The year-long pact will likely fall between $6M and $7M in total, the exchange said.

BVK, an independent firm, specializes in healthcare, tourism and public sector campaigns. Cooney, Watson also keys in to healthcare and public sector work, including the New Mexico Health Insurance Alliance and the state's Dept. of Health.