UPMC selects Grey New York as AOR

The University of Pittsburgh Medical Center (UPMC) has selected Grey New York as its strategic marketing and branding agency of record, following a review. 

UPMC, which has its own internal health insurance system and attracts patients from around the country, wants to expand its brand awareness nationally this year.

“We are uniquely prepared to address a lot of the cost issues that are at the core of our healthcare problems as a nation,” said Paul Wood, VP of public relations at UPMC. “Our goal is to become more prominently recognized as a healthcare model for the nation.”

Grey will also create a corporate brand campaign, scheduled to debut this fall, for UPMC. The initiative will include TV, print and outdoor advertising, according to the agency statement.

Prior to the review, UPMC worked with Pittsburgh-based agencies The Paradiso Group on creative services and Chemistry on media buying. Wood declined to say what agencies participated in the review, but he did confirm that some Pittsburgh firms pitched.

“Paradiso did a lot of high quality work for us in the past that was primarily focused on the local audiences,” said Wood.

Wood could not disclose the length of the contract with Grey, but he did say, “We intend this to be a long-term relationship.”

Calls to Grey New York were not immediately returned.