ATLANTA After a national review that included a dozen undisclosed agencies, the American Society of Plastic Surgeons has selected Reingold to handle the association's $2 million public awareness campaign, the agency said.
The incumbent, SRK of Chicago, defended the account. The independent shop had held the account since 1999.
ASPS decided to broaden its advertising in response to the increasing popularity of reality makeover television shows and greater acceptance of plastic surgery, said Nancy Ryan, the group's director of public relations. The organization has been advertising nationally since 1987.
Independent Washington, D.C., shop Reingold will create television, radio, print and Internet ads for the organization. Reingold also will provide public and media relations support, which previously was done internally, Ryan said.
The ads, which are scheduled to launch early next year and continue throughout 2005, will encourage people considering plastic surgery to choose a surgeon who is a member of the ASPS. The organization represents about 5,000 doctors who are all certified by the American Board of Plastic Surgery or the Royal College of Physicians and Surgeons in Canada.