Cronin Brews Efforts for Capital, Baronet

BOSTON Independent marketing agency Cronin & Co. said it is preparing to launch separate campaigns for two recent client additions.

Glastonbury, Conn.-based Cronin, will team with marketing shop VisComm Group in Albany, N.Y., to support Capital District Physicians’ Health Plan. An integrated campaign is designed to position the Albany-based client as an alternative to traditional HMOs. TV, radio and out-of-home efforts are planned, and a key focus will be customer satisfaction, a Cronin representative said. The effort will target consumers, employers and plan brokers in 24 upstate New York counties where the client does business.

Cronin is also developing an overall brand position, a Web site and logo for 70-year-old, Hartford, Conn.-based Baronet Coffee. The effort will help introduce the company’s “One Cup” single-serve coffee pod, particularly in workplace settings. “Our goal is to erase conventional thinking about office coffee and to raise people’s expectations,” said Baronet president Bruce Goldsmith.

Work for each client breaks in September; neither held a review and budgets were not disclosed.