AGENCY SMILING AFTER DENTAL ACCOUNT WIN
By Adnews Staff
Stanton & Sylvester Ltd. of Toronto has been tapped to produce new creative for the Ontario Dental Association. S&S emerged with the job after a six month selection process. The other agencies making the short list were SMW Advertising and Urban & Associates, both of Toronto. Creative spots from the three agencies were shown to consumer focus groups with S&S's creative getting the best response. ODA's annual advertising budget is approximately $700,000. Of that, $150,000 has been devoted to creative, while the rest will be spent on media buying, which is handled by Media Dimensions of Toronto. A new TV spot will begin running in March or April across Ontario. The creative may also be adapted for in-office brochures and local print ads that the organization's regional chapters may run. The ODA had not commissioned any new creative for three years. Its last spot was produced by Kert Advertising of Toronto which is no longer an advertising agency. The new creative was necessary because the ODA decided to shift from a focus on expanding demand for various dental services to one of increasing the positive image of dentists