Fogarty’s Med Smarts Win Cook




DALLAS-Fogarty Klein & Partners in Houston added Cook Children’s Medical Network to its roster after a review that began with a dozen shops.
The agency edged out five other finalists in and outside of the state to land the account, which has been handled on a project basis the past two years by JWT Specialized Communications (JWTSC), Dallas.
Randy Sachs, assistant vice president of public relations and marketing communications at Cook, said Fogarty’s understanding of the healthcare market and its strategic recommendations gave it an edge.
Sachs and Cook’s vice president of strategic marketing, Marti Quisling, both joined the company in the past year.
“Both Marti and I were in a planning process, and we wanted to find someone that could differentiate us in the marketplace,” Sachs said.
Located in Fort Worth, Texas, Cook Children’s Medical Network encompasses a medical center, a physician’s network and a home health operation.
Billings and specific assignments are still being worked out, according to Sachs.
JWTSC handled a full range of assignments for Cook, including television, print, radio and collateral.
The account win follows Fogarty’s recent hiring of Cynthia McChesney as director of business development [Adweek, June 16]. Before joining the agency, McChesney was director of product marketing and development at Albert Einstein, one of Philadelphia’s largest healthcare networks. McChesney said healthcare was one of several new business areas the agency planned to target.