By Glen Fest
DALLAS–The Atkins Agency in San Antonio has quickly capitalized on its new Incarnate Word Health System relationship by nabbing the affiliated five-hospital Spohn Health System of Corpus Christi, Texas.
Although Spohn’s switch from Dallas shop Hadeler Sullivan Ewing to The Atkins Agency was expected after the latter won the $1 million Santa Rosa Healthcare System account within the Incarnate Word family, the timetable was quicker than expected, according to sources.
Atkins will probably have at least $2 million-plus in annual billings with San Antonio-based Incarnate Word, with more on the way if the parent organization decides to develop beefed-up branding campaigns for the eight hospital systems in Texas now assigned to the agency.
Hadeler Sullivan Ewing principal Mike Sullivan and Incarnate Word representative Linda McClung both agreed HSE’s resignation of Spohn Health System made sense after Atkins was named agency for Santa Rosa Healthcare System.
The original call for qualifications for Santa Rosa, despite its relatively small billings, drew large agencies like New York’s Saatchi & Saatchi and Ketchum Advertising of Pittsburgh once it became clear the review winner would be in line to eventually provide system-wide marketing for Incarnate Word.
Although billings for the Spohn business at HSE were under $1 million, those figures should increase as public relations duties will grow with the account, according to agency president Steve Atkins.
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