VHA Eyes National Branding

VHA, a cooperative service network that represents more than 1,600 community hospitals and healthcare organizations, is searching for an agency to create its first national brand image campaign, according to sources.
Shops are being told by the Irving, Texas-based client that while it plans to spend about $15 million the first year it advertises, the budget will exceed $30 million in subsequent years, sources said.
VHA worked with Hadeler Sullivan Ewing, Dallas, for nearly a year, but the relationship ended last month because it “never became productive,” said Michael Sullivan, HSE’s client services director.