3 Finalists Vie for Kids’ Hospitals

Children’s Healthcare of Atlanta has named three finalists in the review for its $5 million account.

WestWayne, Trone Atlanta and Huey/Paprocki, all in Atlanta, will participate in a credentials pitch next week before a 10-member committee of hospital leaders and board members.

Incumbent J. Walter Thompson, which acquired the account when it absorbed sister shop Ogilvy & Mather earlier this year, did not defend.

“All three shops are highly creative,” said Ann West, client director of communications and public relations. “Beyond that, we’re looking at how each can make [CHA] better from a strategic as well as a philanthropic perspective.”

“We are dependent on the community for support in our benefits and fundraisers,” she added.

The winning agency can expect to deliver a 15 percent pro bono component that includes providing counsel and recommendations on media planning and buying and creative, sources said.

The Atlanta-based network of pediatric hospitals was formed in 1998 by the merger of the 80-year-old Egleston and 45-year-old Scottish Rite medical centers. Children’s Healthcare of Atlanta also includes 18 immediate care sites.

Efforts to launch the CHA brand began in September 1999, with marketing tagged “Egleston and Scottish Rite are Children’s Healthcare of Atlanta.” Given the lengthy histories of the medical centers and the separate allegiances to both institutions, however, the work has not been particularly successful at unifying the two entities.