BOSTON The Fenton Group has leveraged its healthcare expertise to pick up the ad account of Skin Medicine USA, a dermatology and cosmetic surgery practice with 16 locations throughout New England.
There was no review for the business, which for the most part had been handled in-house and through small design firms.
"Their spending has historically been in print and outdoor," said Fenton Group CEO Josh Fenton. "We are working on a strategy that will create a more brand-driven approach to their communications," using TV and radio to target women 25-54.
Public relations, event marketing and online executions will also be part of the effort, which is set to debut in May, Fenton said.
Overall media spending will be in excess of $1 million.
The client in Warwick, R.I., tapped the independent agency in Providence, R.I., based on "the work I have done and continue to do for the American Cancer Society, the campaign for a healthy Rhode Island" and others, Fenton said.