Global Alliance Pays Off

Leveraging its affiliation with the Worldwide Partners alliance, TraverRohrback has added a global account in a key business category.
The Kalamazoo, Mich., agency was named agency of record for DePuy Motech, a marketer of spinal implant products. The agency got into the review late, on the strength of creative samples sent to the Warsaw, Ind.-based company. But once in, the agency found that DePuy was seeking an shop to coordinate its global marketing.
“It was clear you weren’t going to be able to play in the final quarter unless you could demonstrate an ability to handle marketing outside the U.S.,” said Jim Rohrback, chief operating officer. To do that, the shop called on the resources of Worldwide Partners, the affiliation of independent agencies around the world.
Worldwide Partners president Patricia Fiske attended TraverRohrback’s final presentation to DePuy. She also arranged for John Goldsmith, chairman of Arc Advertising in London, another affiliate, to call on the client’s office in Leeds, England.
“That was vital,” said Skip Lorimer, TraverRohrback account service director. “DePuy wanted joint planning on the business globally, so we had to have [overseas marketing] accounted for. We’ve already developed a good, close relationship with Arc.”
The other finalist for the account was Bates Midwest in Indianapolis, Rohrback said. A budget has not been set.
The account joins the $25 million agency’s existing healthcare roster, Lorimer said, which includes Blue Cross and Blue Shield of Michigan, Borgess Health Alliance and Community Hospitals Indianapolis. “We’re working with [healthcare] insurers and providers. Medical products is a good fit for us and one reason we’re very happy to have won this assignment,” Rohrback said.