OrthAlliance Chooses Duncan

Account Win Gives Shop Its Second Client
LOS ANGELES–Duncan & Associates has added a second client to its roster by capturing the creative and media portions of the estimated $5-10 million OrthAlliance account after a review.
Other contenders for the account, servicing the national alliance of orthodontic practitioners, included Campbell-Ewald in Los Angeles and Fraser/Young in Santa Monica, Calif. Over 20 other shops vied for the business, according to Sam Westover, OrthAlliance president and chief executive officer. The review was conducted by Westport Consulting in Westport, Conn.
Media buying will be handled by Western International Media here.
“You want to choose an [agency] that you want to work with, one with which you feel comfortable and are on the same wavelength,” Westover said. “Duncan was that.”
“We have quietly assembled marketing and creative talent from around the country and look forward to working with OrthAlliance,” said Hugh Duncan, chief executive officer of the Santa Monica, Calif.-based shop.
Since opening in 1995, the 30-person agency has serviced only the Albertson’s national grocery chain account. The OrthAlliance win marks the agency’s first foray into outside business, adding to its estimated $50 million in annual billings. –Teresa Buyikian