Max.md Awards Branding to DiMassimo

NEW YORK DiMassimo has been chosen to handle brand advertising duties for Max.md, the official provider of .md domain names in more than 90 countries, following a four-week review involving undisclosed New York shops, the client confirmed.

“We want .md to be the choice of the leading doctors and healthcare providers, just like .edu is for the educational community,” said agency creative director Mark DiMassimo.

The agency’s work, which will start testing in February, will target medical professionals and the wider healthcare industry in an effort to raise awareness of the domain vertical, said Seanne Murray, svp of business development and strategic initiatives. While the assignment will almost certainly include print and online advertising, Murray said, “One of the reasons we chose DiMassimo is that they really have an open view on creativity.”

Murray pointed to DiMassimo’s work for Detrol, a Pfizer drug for incontinent women. The shop created a mall-based campaign targeting women over 55 in shopping centers, a common venue for people who need to know where the bathrooms are located. The effort included sculptures and decals on bathroom doors that spoke to such women with copy like, “You again?” The agency also created the site, www.lifebeyondthebathroom.com, for the brand.

“It showed that we had the ability to nail with empathy and a professional tone for both patients and doctors, but still do breakthrough creative,” added DiMassimo. “There is a perception that if you hire a buzzy agency, the tone is going to be all wrong.”

The New York agency and Jersey City, N.J.-based client are at work on strategy and have not yet determined a media budget, both parties said.