Kids Hospitals Appoint Ogilvy

Ogilvy & Mather here has been named agency of record for ESR Children’s Health Care System after a two-month review that included Fitzgerald & Co. Sources estimated the account to be worth more than $5 million.
Atlanta-based ESR was formed in February from the merger of Egleston Children’s Health Care System, which was an Ogilvy client, and Scottish Rite Children’s Medical Center. The latter hospital had been handled by the local office of McCann-Erickson, which was recently merged with Fitzgerald under the aegis of the Interpublic Group of Cos.
“We chose Ogilvy & Mather for their vast knowledge of the healthcare industry and their proven ability to introduce and establish strong brands,” said Mike Farrell, senior vice president of administrative services at ESR.