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Cronin Expands Roster With Pair of Accounts

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Cronin & Co. has added assignments from a global manufacturing concern and a Long Island-based health maintenance provider as it seeks to make a mark outside its base in Connecticut.

The Glastonbury, Conn., firm has signed on Rogers Corp., a publicly traded company, which provides materials to numerous industries. The first step will be to develop a brand strategy for the Rogers, Conn., company, not an easy task, since the client is not identified with any single product or service, said agency chairman and president Bill Cronin.

Rogers sells polymer and electronic components used to make such products as sneakers, computers, automobiles and imaging equipment under various brand names.

"The Rogers name needs to be spread across all the products," Cronin said.

Once the agency develops an image approach, it will likely launch a media campaign that could include advertising, public relations and digital marketing. Because the creative and media direction has not been finalized, overall spending for Rogers has yet to be determined.

Cronin has also added Vytra Health Plans, a Melville, N.Y., health maintenance organization. The $1 million deal will include print and radio ads and direct marketing efforts.

The Vytra account also reflects a challenge for the agency.

"It's a high-quality HMO in the least trusted business in America," Cronin said. "We have to sell quality in a category that's not trusted."

In doing so, Cronin hopes to deepen its presence in the healthcare market. Vytra represents Cronin's second client on Long Island; its first was Friendship Dairies of Jericho, N.Y.

Cronin's healthcare work has focused on organizations in Connecticut but also includes the Dana Farber Partners Cancer Care Center in Massachusetts and the Seattle Cancer Care Alliance.

In 2000, the company notched nearly $250 million in sales, a figure which was flat compared with 1999.