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Donovan Group in Northborough, Mass., and Gearon Hoffman in Boston are duking it out for the estimated $1 million ad account of University of Massachusetts Memorial Health Care, sources confirmed last week.
The client is the result of a merger in April between two former rival hospitals: UMass Medical Center and Memorial Hospital, both in Worcester, Mass.
UMass Memorial officials could not be reached for comment at press time. A final decision is expected this week, according to sources.
Currently working with an unnamed design firm to produce an identity for the newly merged hospital, the client will use its new advertising agency to develop a positioning in print ads, sources said.
Gearon Hoffman and Donovan Group were selected from a group of four agencies following a round of capabilities presentations.
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