Four independent marketing firms successfully pooled their resources to land the $2.5 million account of San Antonio-based University Health System.
Edging out Anderson Advertising, San Antonio, and another undetermined finalist was a team comprised of staff members from The Critical Eye, Bradford Lawton Design Group, Media Rare and Kay Floyd & Associates, all in the San Antonio area. The winning quartet presented itself as having serviced more than 17 healthcare accounts over the years.
Mary Rozar-Hogan, director of business development and corporate communications for University Health System, said: "We anticipate positive outcomes . . . through communications projects that will be developed with the assistance of the talented group we selected. Their expertise will help us tell our story more effectively so more residents of Bexar County will be able to benefit from the best healthcare services available."
A request for proposal for the account was issued earlier this year, with the search eventually narrowed to three finalists. The initiative marks the healthcare system's entry into strategic marketing and mass media advertising.
"We are delighted to be selected by University Health System, particularly because we represent an alternative to the traditional advertising agency," said Joan Kearl, who will handle account service chores.
Brad Lawton will serve as creative director, Toni Bell of Media Rare will act as media director and Kay Floyd will be responsible for public relations.
The team of specialists has been charged with developing television, radio, print and outdoor messages for the client. Details of the proposed advertising campaign were not available at press time.
Established in 1955, University Health Systems encompasses five healthcare facilities in and around San Antonio. A sixth center is set to open this summer. The group employs about 3,500 people and has an operating budget of $409 million for 1998.