C-K Resignation Has Aurora Health Reviewing Again

Aurora Health Care in Milwaukee has initiated an agency review following the resignation of Cramer-Krasselt.
C-K in Milwaukee, which won the account just five months ago, attributed its decision to changes in the marketing plan of Aurora, which operates 12 hospitals and 125 clinics in eastern Wisconsin. The client’s spending had been estimated at $4 million.
Aurora dropped plans for an overall branding campaign and will instead let its individual hospitals and clinics decide their advertising needs within their own markets, sources said.
C-K won the account in October, besting three other finalists. Sources said none of the agencies involved in the last review will be considered now. Aurora could not be reached by press time. –Trevor Jensen