Anderson Doubles Up

Anderson Communications Group of Hilton Head Island, S.C., recently added a healthcare client and a Professional Golfers Association tournament to its roster. Billings for the account pair total an estimated $4-7 million.
Memorial Health System in Savannah, Ga., chose Anderson Communications Group (ACG) over undisclosed shops. Agency president Jeff Cox said ACG will reposition the healthcare provider.
Because healthcare “systems” are not perceived to be user-friendly, Cox said ACG’s challenge is finding an innovative way to communicate with consumers. ACG will begin by “launching the brand and the mission internally” among employees, Cox said. TV, print, direct mail and public relations will be likely components of an image campaign later this year.
Memorial Health System was drawn to the agency’s “broad range of strategic marketing services,” said client president Robert Colvin in a statement.
ACG had six-plus years experience guiding advertising for what is now St. Joseph’s/Candler Health System, also in Savannah. The Smith Agency in Fort Lauderdale, Fla., currently handles that account.
Past category experience helped ACG land the advertising account of The MCI Classic–The Heritage of Golf, a PGA tourney held annually on Hilton Head Island. Chernoff/Silver, with offices on Hilton Head and in Columbia, S.C., previously promoted the event.
ACG will deploy TV, radio, print and collateral to combat the in-creased competition The MCI Classic faces not only for attendance, but for sponsorship dollars, media exposure and player commitments.