Jimmy Fund Taps Cronin in Conn. For Big Screen Ad

Cronin & Co. will produce a Jimmy Fund trailer to appear in 250 theaters in 17 Eastern states.
The Glastonbury, Conn., agency beat Wickersham Hunt Schwantner, Boston, and Roger Williams Advertising, Portland, Maine, in a review held by the Boston-based Dana-Farber Cancer Institute for its fundraising arm, according to a client representative.
Two years ago, Cronin created a campaign for Dana-Farber/Partners Cancer Care, an adult oncology program, and the same creative team–copywriter Bob Dennis, senior art director Alex Guidetti and broadcast producer Lester Ayala–will work on the trailer.
The two-minute film will run from mid-June to mid-July each of the next three years.
–Lauren Wiley