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Crittenden Is All Smiles

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Gains Merged Operation of DentalCare Partners
ATLANTA--Crittenden Advertising of Raleigh, N.C., won a shootout against Cleveland's Liggett-Stashower to land advertising and marketing responsibilities for DentalCare Partners.
Crittenden and Liggett had been performing advertising duties for a pair of dental practice management services, DentalWorks and Family Dental Care Services, respectively. When those two companies merged into DentalCare Partners, based in Cleveland, it was decided that only one agency would go forward with the business.
"We selected Crittenden . . . because of the agency's overall performance and because [its] senior management is involved at every stage, providing strategic counsel for all aspects of our programs," said client president and chief executive Doug Brown.
Brown said the account is worth $4.3 million annually, but a percentage of that amount would be allotted to Cleveland's Fine Advertising and Media Services.
Fine will continue to handle media buying for all dental practices that were part of Family Dental Care before the merger. Crittenden will be responsible for the remainder of the business, as well as all strategic creative and production services for television, print and direct marketing.
The merger vastly increases Crittenden's assignments with the client, since Family Dental Care was the larger company, aligned with 60 Sears Dental Care practices nationwide. Crittenden will integrate the overall marketing of the Sears Dental practices with its previous DentalWorks practices in the Southeast.
Agency founder David Crittenden complimented Liggett-Stashower for helping make what could have been a rough transition into a smooth experience.
"The people at Liggett-Stashower were really terrific," Crittenden said. "They were very helpful and professional about getting materials and information to us, and I can't say enough about them. They truly had the client's best interest at heart."