Kids Hospitals Appoint Ogilvy

Ogilvy & Mather here has been named agency of record for ESR Children’s Health Care System after a two-month review that included Fitzgerald & Co. Sources estimated the account to be worth more than $5 million.
Atlanta-based ESR was formed in February from the merger of Egleston Children’s Health Care System, which was an Ogilvy client, and Scottish Rite Children’s Medical Center. The latter hospital had been handled by the local office of McCann-Erickson, which was recently merged with Fitzgerald under the aegis of the Interpublic Group of Cos.
“We chose Ogilvy & Mather for their vast knowledge of the healthcare industry and their proven ability to introduce and establish strong brands,” said Mike Farrell, senior vice president of administrative services at ESR.
The first major campaign for the client will break later this year, according to Ogilvy president Neill Cameron. One of the early decisions that will have to be made before then is whether to allow each facility to continue to operate under its existing name or rebrand the entities.
“One of the philosophies we’re looking at is not doing any harm to the brands,” Cameron said. “You’re dealing with two very capable high-end facilities that have kept kids safe and well for a long time. What they want is to enhance their ability for children to get care in this region.”
Ogilvy has worked for Egleston since 1990, handling brand advertising as well as event marketing for the client’s largest fundraiser, the Egleston Festival of Trees.
“We’ve worked with Egleston for seven years and feel that we have contributed an informational campaign that has helped kids feel safe and well for a long time,” Cameron said. “Now we have more of an opportunity to do that.”
Winning the ESR business represents the second account acquisition for Ogilvy this year. The Atlanta agency also won the $5 million account of Flowers Baked Goods in February.