BVK has lost the last of its CareGroup Healthcare System business to Allen & Gerritsen. Separately, another client based in the Northeast, America's Best Contacts & Eyeglasses, is set to sever ties with Doner.
BVK, Milwaukee, won a review two years ago for the consolidated $3-4 million account of CareGroup, based in Boston. One hospital in the system, Beth Israel, split with BVK last summer and held a review through Boston consultancy Pile and Co. It eventually enlisted A&G for its $2 million account.
Three other hospitals within the network talked to other shops while keeping BVK aboard. But now they have also moved their business to A&G, based in Watertown, Mass. BVK no longer works on any CareGroup business, a client representative said.
"When they hired us, they hired us as a system because of our background with that kind of thing," said Joel English, a senior vice president at BVK. "They restructured, and their needs changed. We wish them the best."
Separately, America's Best Contacts & Eyeglasses, based in Penn sauken, N.J., tapped Pro Media for buying chores on its $10 million ad account. It is now expected to enlist a new shop for its creative assignment as well. The business had been at Doner in Southfield, Mich.
The chain does not plan a full-blown review but is considering hiring a "boutique-sized" shop for creative chores rather than handle them in-house, said Kelly Carter, vp of marketing for America's Best.
"We haven't made any decisions" in terms of creative work, Carter said. "We're considering all of our options."
Doner will be off the account entirely 60 days from now, by which time Carter intends to finalize creative plans.
A Doner representative said the relationship soured due to "creative and strategic differences." Neither Doner nor Carter would elaborate on the reasons behind the breakup.