WPP Group's Grey in New York has been chosen by the University of Pittsburgh Medical Center for creative and media chores following a review. The client previously worked with local shops on a project basis.
Spending could reach $20 million for a TV, print and outdoor push set to break in the fall. The work will target both consumers and medical professionals. The client spent about $8 million on ads in each of the past two years, per Nielsen.
Sandra Danoff, svp and chief communications officer at UPMC, said, "We're uniquely prepared to address the quality and cost issues that are at the heart of healthcare reform. Grey will help UPMC become more prominently recognized as a model for the nation."
Jim Heekin, Grey Group CEO, said the client addition is important for the shop because, "No issue is more crucial to our nation's future and we are proud to lend our talents and capabilities to this partnership."
UPMC is seeking a broad and dynamic positioning that goes beyond the typical "hospital" designation. In fact, the organization integrates 20 hospitals and 400 medical practices and employs 50,000 staffers -- making it one of Pennsylvania's largest employers. It's transplantation, cancer, neurosurgery and sports medicine programs, among others, are internationally known, and it also competes in the health-insurance field.
Of late, UPMC has looked to develop strategic business and medical relationships with multinational firms and expand into markets in Europe, the Middle East and Asia.