RDW Wins Anew

After a lengthy lull in new-account activity, RDW Group has begun bouncing back.

In recent weeks, the Providence, R.I., shop has added some half-dozen pieces of business worth more than $7 million combined, according to agency president Mike Doyle.

Most significant is RDW’s addition two weeks ago of the $1-3 million Fallon Healthcare business, long the creative calling card of Boston’s Christopher Thomas, which had held it since 1989.

“It’s a perfect account for this agency,” Doyle said, citing RDW’s previous work for healthcare clients as playing a role in RDW winning the Worcester, Mass., client.

RDW is looking to bounce back from a mediocre 2000 during which billings rose just 6 percent to $81 million, a number that does not take into account the October loss of showcase client Amica.

For Fallon, RDW will craft print, TV and outdoor campaigns as well as public relations efforts, Doyle said.

Doyle also pointed to a string of smaller wins as signs that RDW is on the comeback trail. Haw-thorn Medical Associates, a physicians group in Dartmouth, Mass., tapped the agency for advertising services. Other recent wins include Spencer Technologies, Spencer, Mass.; Bryant College in Smithfield, R.I.; Village Retirement Communities; Clinton Savings Bank, Clinton, Mass.; Treasury Trust, Newport, R.I.; and the Festival Ballet of Rhode Island, Providence.

“To be able to win these accounts in this environment is very important,” Doyle said, citing the need for diversifying the agency’s client base in light of the particularly hard-hitting technology slowdown.