Trone Tallies Pair of Accounts

TroneAtlanta has won two accounts, boosting billings by $10 million, according to agency chairman Lee Trone.

Place Properties se-lected the Atlanta shop over crosstown rivals Cole Henderson Drake, Wages Design and The Morrison Agency. Med-Assets, a healthcarepurchasing organization, chose Trone over a handful of undisclosed contenders. TroneAtlanta is the first agency for both clients.

“We’re excited about these because both wins prove that clients aren’t hiring people to ‘do advertising’ or ‘create a brochure,’ ” said agency president Jackson Houk. “We believe in integration and serve it up.”

Place Properties in Atlanta de-signs, finances and develops student housing for 17 colleges in the Southeast. Its selection of TroneAtlanta followed a credentials pitch and an interactive assignment for Webroomz, a product that allows students to choose roommates online.

Trone will develop a two-pronged marketing plan that will include advertising, interactive assignments and collateral. One target includes university presidents and housing officials. Students and parents comprise the other audience.

“Our company has a combination of older executives and younger team members, a lot like our target markets,” said Jessica Harrison, director of public relations for the client. “Trone has the same makeup of youth and experience.”

The 7-year-old company vies with American Campus in Houston and Ambling Cos. in Valdosta, Ga., in the privatized student-housing sector.

Trone will create work that, according to Harrison, communicates seriously to administrators and is “cool for the students.”

Related experience with Kimberly-Clark Health Care and Children’s Healthcare of Atlanta helped secure the shop’s second win.

Two-year-old MedAssets in Al-pharetta, Ga., is the result of a merger between two purchasing groups—HSCA in St. Louis and InSource Health Services in Chatsworth, Calif. The company ranks third in the U.S. behind competitors Novation and Premier.

“They need to go from unknown to well-known among hospital networks in the U.S. and among the financial services providers that might want to affiliate with them,” said Judith Webb, agency director of public relations.

Ads will run in periodicals such as Healthcare Financial Management, Healthcare Purchasing News and Modern Healthcare.