NEW YORK Vital Dent, the dental clinic franchise, has named The Vox Collective, New York, as its lead agency responsible for handling the company’s U.S.-targeted general market and multicultural duties following a review.
The Hispanic ad shop takes on the new business after competing with other unnamed general market agencies for the win. Previously, the client worked with multiple agencies but did not have a designated lead shop, per an agency representative.
The Vox Collective will work with the client on a series of advertising and marketing initiatives planned for the summer with a campaign scheduled for launch in the fall.
The marketing push will focus on New York and Florida, where the brand is entrenched, and will target general market and multicultural audiences, per the agency.
Ad spending in U.S. measured media for Vital Dent totaled $2.6 million in 2007, down from $4.3 million in 2006, per Nielsen Monitor-Plus.
“Having the right advertising agency partner is very important for us as we seek to communicate the benefits of our brand. The Vox team proved to have a deep knowledge of our business, and their creative ideas showed a strong understanding of our consumer,” Pedro Bejar, CEO, Vital Dent USA, said in a statement.
Vital Dent operates more than 400 clinics in Europe and North America, serving some 2 million dental patients annually.