RDW Walks a Winding Rhode

Agency Faces Potential Loss of Amica; Adds 3 New Clients
BOSTON–RDW Group, battling to join the upper echelon of New England agencies, is facing a review for insurance company Amica, the shop’s largest client.
Amica, which has worked with Providence, R.I.-based RDW for three years, confirmed that its $20 million account has gone into play. “We are very happy with the work that RDW has done, but we feel that it’s our corporate responsibility to look at other avenues as well,” said Amica official Patti Stadnick.
Amica represents slightly less than a quarter of the shop’s overall annual billings, which currently stand around $90 million.
RDW senior vice president Josh Fenton declined to comment on the review, referring calls to Amica.
The agency has created national multimedia efforts for Amica tagged “The people you want around, just in case.” The work has been generally well received and Amica stands as the shop’s signature account.
As it prepares to defend Amica, the agency welcomes aboard $7 million in new business from Top Layer Networks, the Rhode Island Lottery Commission and HealthAlliance.
Top Layer also held talks with better known TFA/Leo Burnett Technology Group, Boston. For the lottery, RDW overcame Providence shops Chaffee & Partners and Tin Can Alley. A list of competitors for HealthAlliance was not available.
Fenton attributed the wins to “an integration of messages across all communications” and a passion for the client’s businesses, which he said allows RDW to get to the core of what clients do to “build the brand strategy.”
For Top Layer, a Westboro, Mass., networking products company and the largest of the three accounts, the agency will develop branding and integrated communications strategies and execute trade advertising, direct mail and online marketing. Web site development, co-branding strategies and tradeshow support are also in the mix.
Work for the lottery will include a maximum of three television and three radio ads developed over the course of the year.
Chores for HealthAlliance, a healthcare delivery system that serves North Worcester County in Massachusetts, include launching its revamped Leominster facility, creating a brand and raising awareness through advertising, public relations, and possibly some Web-site work. Ads for all three clients are expected to break in September. K