Pagano Chosen To Promote Cancer Centers

Dana-Farber/Partners CancerCare last week awarded its advertising account to Pagano Schenck & Kay in Boston.
Finalists for the estimated $1-2 million business were Cronin & Co. in Glastonbury, Conn., and Wallwork Curry in Boston.
“It was a very tough decision,” said Caroline McKenney, the client’s director of marketing. “We selected Pagano because they seemed to be able to define our strategic positioning the best and then develop creative that translated that positioning into meaningful messages. They put a tremendous amount of thought and research into it.”
“This is something we wanted very much,” said Pagano Schenck & Kay president Rick Sandler. “We’re very excited to put something back into the community. It was a challenging pitch, but they’re a great client. It’s such a wonderful brand name.”
Specifically, the Boston shop was tapped to create and place ads promoting the adult cancer care programs of three area hospitals:
the Dana-Farber Cancer Institute, Massachusetts General Hospital and Brigham & Women’s Hospital. Both Massachusetts General and Brigham & Women’s are managed by Partners HealthCare in Boston.
The speculative assignment given to each of the competing agencies in the final round of the review was to create awareness for the Gillette Centers for Women’s Cancers, scheduled to open this fall. The centers, launched in part with a $5 million donation from Gillette Co., will focus exclusively on the care and treatment of breast and gynecological cancers, Sandler said.
Each of the shops made their final presentations to a review committee comprised of hospital administrators, marketing executives and physicians, Sandler said. Boston-based Pile and Co. helped conduct the search.
Pagano Schenck & Kay executives are scheduled to meet with the client today to determine the next step, Sandler said.