Size and Savvy Set BVK Apart in CareGroup Search

BVK/McDonald’s size and healthcare experience helped it vault past two Northeast shops for Boston-based CareGroup Healthcare System’s $3-4 million account, the company’s head marketer said.

The Milwaukee agency, the largest among the finalists, beat out Cronin & Co. in Glastonbury, Conn., and MRA, Syracuse, N.Y., for the business.

Among BVK’s attributes was the ability to assign different creative teams to CareGroup’s different hospitals, to give each a different voice and distinct position in the market, said Lou Woolf, senior vice president of system development and communications for the client.

The incumbent agency was Haggman in Manchester, Mass.