CHICAGO: The American Dental Association has hired Fleishman-Hillard as its AOR, following a competitive review. It is the organization's first AOR relationship with a PR firm since the 1990s.
“As sweeping changes take place in our healthcare system over the next several years, our leadership determined it was important for the ADA to collaborate with a national public relations firm to help educate the public and policymakers on the importance of oral health to overall health” Kenneth Ohr, CCO of the ADA, told PRWeek. “This type of major initiative is much larger than a single project...thus we needed a communications partner, one that would work side-by-side with the ADA on an ongoing basis.”
In the past, the ADA has worked with agencies such as Burson-Marsteller and Chlopak, Leonard, Schecter, & Associates.
Bob Chlopak, a partner at Chlopak, Leonard, Schecter, & Associates, said his firm's work with the ADA will continue. His agency manages state public affairs campaigns on behalf of the organization.
The group said Fleishman beat out 11 agencies for the account, though it did not specify which firms.
Ohr said Fleishman had the right blend of skills and strategies to help the ADA tell its story.
“By and large, Americans enjoy excellent oral health, yet millions of underserved Americans do not, and the ADA is committed to changing that,” Ohr said.
The Omnicom Group agency will launch an integrated awareness campaign that will educate the public, engage the broader healthcare community, and support the future of access and optimal oral health for US consumers.
This story was updated on February 15 with more details on Fleishman's selection and quotes from Ohr.