Liberty Medical Supply Hires Rapp Collins

BOSTON Omnicom Group’s Rapp Collins Worldwide has been tapped by Liberty Medical Supply for direct marketing duties.

The overall marketing budget of the provider of diabetes supplies, respiratory medications and prescription drugs is $55 million.

New York-based Rapp Collins won the business following a review that included Grey Global Group’s Grey Direct and WPP Group’s Wunderman, according to sources.

The direct marketing firm is charged with crafting a direct television campaign and other initiatives to complement the client’s current TV ads featuring actor and spokesperson Wilford Brimley. The agency also will conduct a market evaluation and develop a strategic plan to expand the client’s diabetes market segments.

The discovery phase will cover all media options, and Rapp Collins is expected to enlist the services of sister Omnicom shops OMD for media and Porter Novelli for public relations.

“There are two aspects to the initial assignment,” said John M. Reed, chief marketing officer of LMS in Port St. Lucie, Fla., in statement. “The first is to target our current diabetes customer base of Medicare seniors with a new television ad. The second is to identify ways to extend our marketing reach to diabetes patients in other market segments. We believe Rapp Collins has the right experience and resources to help us reach these existing and potential marketings.