Hartford Hospital last week named Cronin and Co. its agency of record after an informal pitch.
There was no incumbent; both Keiler & Co. in Farmington, Conn., and Jonathan Wisconsin in Marlborough, Conn., had worked on projects for the state's largest independent hospital.
Billings are estimated in the mid-six figures, according to a Cronin representative. The Glastonbury, Conn., shop also works for Connecticut Children's Hospital in Hartford and Dana Farber Cancer Care in Boston.
Hartford Hospital decided to put money behind an ad push after crosstown rival St. Francis Hospital & Medical Center unfurled a major marketing push last year, sources said.
Cronin will help promote Hartford Hospital's expanded clinical services and community outreach programs.