VCU Medical Center Names DeVito/Verdi to Handle Advertising Account

Leading Academic Medical Center Brings Aboard Agency Well-Known For Its Hospital Advertising

NEW YORK--(BUSINESS WIRE)--The Virginia Commonwealth University Medical Center has named New York advertising agency DeVito/Verdi to create advertising campaigns across diverse platforms and help strategically position the giant health care system locally and nationally, it was announced today by Marcos Irigaray, vice president of strategy and marketing, VCU Medical Center.

“Included in this effort will be a broad range of mass media interventions, direct to patient and physician programs.”

In selecting DeVito/Verdi as its agency of record, VCU Medical Center has chosen one of the more critically acclaimed agencies for its emotional and effective advertising on behalf of such hospitals as Mount Sinai Medical Center (New York), Massachusetts General (Boston), Abington Memorial (suburban Philadelphia), North Shore/LIJ (Long Island) and Lenox Hill Hospital (New York).

VCU Medical Center conducted a six-month agency review before selecting DeVito/Verdi to handle its estimated $3 million account. Several agencies took part in the review, which was narrowed down to 4 finalists. The assignment will call for brand positioning, strategy, creative development, digital advertising, media planning and a host of other responsibilities in support of marketing the brand.

“We're looking forward to creating an omnichannel campaign that continues to build VCU Medical Center's reputation across all audiences as a world class institution,” said Theresa Renaud, account director at DeVito/Verdi. “Included in this effort will be a broad range of mass media interventions, direct to patient and physician programs.”

Tracing its origins back to 1838, VCU Medical Center is today one of the nation’s leading academic medical centers, and stands alone as the most comprehensive academic medical center in Central Virginia. With a medical staff of 600, and nearly 32,000 students pursuing undergraduate, graduate and professional studies, VCU Medical Center is the region’s leading health sciences center.

About VCU Medical Center

Located in Richmond, Virginia, VCU Medical Center is one of the country’s leading academic medical centers with five health sciences schools, the VCU Health System, the Massey Cancer Center, and Children’s Hospital of Richmond at VCU. As the region's only Level 1 trauma center, VCU Medical Center offers state-of-the-art care in more than 200 specialty areas, many of national and international note, including organ transplantation, head and spinal cord trauma, burn healing and cancer treatment.

U.S. News and World Report ranked VCU Medical Center the No. 1 hospital in Virginia and the Richmond metropolitan area for 2012-13, reflecting four programs — nephrology, pulmonology, orthopedics and urology — in the top 50.

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence. The agency has developed a strong digital expertise to broaden and complement its longstanding creative reputation.

The agency has been voted “Best Agency” six times over the last 12 years by the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl’s, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Daffy’s, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men’s Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.