Copper Wins Healthcare Review

Copper has captured Oakwood Healthcare System’s ad account after a review, with TV spots set for early next year.

The Kalamazoo, Mich., shop bested Solomon Friedman, Bloomfield Hills, Mich., for the business. Solomon Friedman had been working with Oakwood on a project basis for the past several years after the regional healthcare provider parted ways with D’Arcy Ma sius Benton & Bowles, which held the account for about two years.

Dearborn, Mich.-based Oakwood is going through the 2002 budget process, but spending is expected to be around $4 million, said Nancy Wilson, chief marketing officer. The effort will include Oakwood’s first TV in several years, along with radio, print, outdoors and interactive.

Copper leveraged its wide range of healthcare experience during the pitch, which consisted of five meetings, including one with Oakwood’s CEO, said Jim Rohrback, Copper managing partner.

The agency currently has DePuy Orthopedics, M-CARE (a managed-care provider) and Bor gess Health Al liance and Community Hospitals in Indianapolis. None of those are considered conflicts with Oakwood be cause all operate in separate markets.

Wilson said what set the agency apart was its “unique and logical” ap proach to strategy. “We were looking for a strategic partner, not just wonderful creative,” said Wilson, who has led Oakwood’s marketing efforts since last December.

Rich Williams, formerly the head of new-business initiatives at Young & Rubicam, Dearborn, Mich., served as a consultant during the initial stages of the review, she said.