CHICAGO: The American Academy of Pediatric Dentistry, an organization with more than 8,000 members that specialize in dental care for children of all ages, has selected Weber Shandwick as AOR.
The account's budget is in the seven-figure range per year, said Dr. John Rutkauskas, CEO of the AAPD. The contract is “potentially as long as three years” with a year-to-year evaluation on progress, he added.
Prior to bringing on Weber, the AAPD worked with MWW for about four years. Representatives from MWW were not immediately available for comment.
Rutkauskas added that the group picked Weber after a “very extensive vetting of eight firms.” He declined to name the other agencies in the review.
Rutkauskas explained that the organization has tasked Weber with working on a rebranding effort for the academy, which is focused on being a “little more consumer friendly.”
“We're looking for Weber to highlight and focus on the importance of our specialty and our membership to the lay public and what we do,” he explained. “We want to increase our exposure to our patients and their families and highlight the important of going to see a pediatric dentist.”
The initiative is expected to kick off July 1, added Rutkauskas. Weber will engage consumer media outlets, as well as some industry medical press. He said the firm will also help the organization enhance its social media presence, which is “relatively nominal” at the moment. The association's Facebook page has more than 5,000 fans.
Rana Komar, Weber Shandwick's North American consumer practice lead, said in a statement that the firm is excited to partner with AAPD and will work to “increase awareness of pediatric dentistry and the importance of children's oral health, and elevate the vital role that pediatric dentists play.”