WPA Notches Healthcare Wins

WPA Communications has landed two healthcare accounts, adding a combined total of approximately $2 million in billings.
The Santa Monica, Calif., agency was recently assigned business-to-business duties for Beech Street Corp., Irvine, Calif., a provider of managed healthcare.
The agency’s first print ad for the company–showing two polar bears hugging–is quite a hit among those in its target audience, agency executives said. The ad, announcing Beech Street’s merger with Capp Care, another PPO, appeared in healthcare trade publications in late March, and the agency and client have been receiving requests for copies. One customer wrote, “May your merger be as compatible as the bears.”
Steve Esbin, who heads WPA’s strategic marketing efforts, said the ad “presents the merger in a way that is emotional,” something often lacking in healthcare trade advertising.
Separately, after completing a test project for neutraceutical company Quantum, WPA has been awarded ad duties for the Eugene, Ore.-based company’s entire product line. The initial assignment was to launch Quantum’s Zinc Lozenge brand. The shop is now working on Quantum’s Buzz Away, an insect repellent sold in natural health food stores.