BriteSmile Professional Teeth Whitening has named DrarftWorldwide as its agency of record.
Draft had no competition for the account, according to spokesperson Stacey Cohen. Previously, the business was handled by Respond2 and C-Media, both of Portland.
Cohen would not release billings, but the account reportedly was in the $10 million range a couple of years ago and news reports cited a $20 million push earlier this year.
In its 2001 annual report, the firm reported that after 9/11 it chose to leverage its “marketing spend more effectively by utilizing smaller media-specific agencies, thereby reducing agency fees. Depending on the operating results, the company may increase its advertising spend.”
Draft will handle all media buying and planning. It will also oversee DRTV advertising, direct mail, retail point of service, branding and database management.
BriteSmile, Walnut Creek, CA, operates 14 teeth-whitening centers and works with over 4,400 associated centers. It also operates a call center to handle calls to its toll-free telephone number.
The firm reported sales of $43 million last year and a net loss of roughly $26 million.
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