Sirona USA in Charlotte, N.C., has selected local agency J.F. Thomas Marketing Communications to develop an integrated marketing communications program for its X-ray and dental equipment.
According to account executive Joel Thomas, the business is worth $250,000 annually and makes the agency responsible for all advertising, direct marketing and trade show support aimed at both the end-user and dealer markets.
Sirona is the second dental industry client at J.F. Thomas, following Pelton & Crane. Both were formed in the wake of Siemens Corp. selling off its dental operations in 1997. "We felt we had the inside track because both of these dental [accounts] were divisions of Siemens and we had had such success with Pelton & Crane," Thomas said. --T.W. Sieber