Match Wins Nursing and Hair-Care Assignments

Match has added the Georgia Hospital Association and Nioxin Research Laboratories to its client roster following two reviews.

The Atlanta shop won GHA’s business over crosstown rivals Trone Atlanta and Larry Smith & Associates. The Media Plan, also in Atlanta, was selected for media duties.

Faced with a shortage of nurses and other healthcare workers, GHA, a nonprofit trade association representing 188 hospitals in the state, was looking for an agency to handle its personnel recruitment campaign.

GHA’s ad budget, based on seed money provided by the association, will be supplemented by a fundraising effort among member hospitals. The goal, according to client director of public relations Kevin Bloye, is $500,000.

Bloye cited Match’s experience with St. Joseph’s Hospital and commercials created for the state’s Magnet Nursing Awards as reasons for the selection.

“The labor pool has expanded into technology and other areas,” said agency president Sal Kibler. “And it’s hard work. It takes a special person to be a nurse.”

Broadcast and print ads will focus on the profession’s competitive pay, flexible schedules and the opportunity nurses have to make a difference in people’s lives. Creative director B.A. Albert will oversee the upcoming campaign, which will target nurses and college students.

Experience with Vanity Fair and Osbon Medical gave Match the edge over undisclosed local agencies to win a creative assignment for hair-care product developer Nioxin Research Laboratories in Atlanta. The budget is undisclosed.

Advertising supporting a new product launch will break in the trade press in late summer.