Seattle’s Emeritus Taps JWTSC

Assisted-Living Group Pursues National Ads
DALLAS–Emeritus Assisted Living in Seattle, which operates 123 centers across the country, has awarded its $2-3 million account to JWT Specialized Communications in Dallas.
The seniors assisted-living center organization has picked JWTSC’s mature marketing division to handle its first national advertising efforts. Robley Marketing in Portland, Ore., previously handled small corporate ad assignments for Emeritus, according to sources.
According to agency executives, JWTSC will handle creative and media duties for print, radio, TV and collateral executions. The shop will also take over local marketing programs, sales strategies and media plans to help build occupancy levels at Emeritus-owned communities.
“The whole [category] is growing so quickly, and [Emeritus is] one of the country’s largest,” said JWTSC managing partner Ron Jenkins.
Robert Snyder, senior vice president of the agency’s Mature Market Group, said the shop pursued Emeritus for several months before gaining an audience with company executives who supported plans to step up the Emeritus brand.
Jenkins said individual properties of Emeritus have traditionally handled most of their advertising through local shops, targeting seniors 75 and older.
Emeritus marketing vice president Sarah Curtis could not be reached for comment at press time, but said in a statement that Emeritus had been looking for a shop with extensive seniors marketing experience. JWTSC was hired without a review, according to Snyder. –Glen Fes