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The SCOOTER Store Partners With Branding Leader

Tue, 08/24/2010 - 9:33am
Bio-Medicine.Org

NEW BRAUNFELS, Texas, Aug. 24 /PRNewswire/ -- The SCOOTER Store announced today it has selected an integrated Omnicom team to join its network of agency partners. The company is revamping its roster of agencies to include a new team that provides a deeper understanding of the U.S. healthcare market and proven expertise in branding and direct response. The Omnicom team is led by Zimmerman Advertising and Daggerwing, and also includes Porter Novelli, Javelin Marketing Group and AdelphiEden.  

The announcement signals a major shift in direction for the company's approach to brand management and messaging used in communicating with U.S. healthcare stakeholders, including consumers, caregivers, medical professionals, insurers and government. Historically, The SCOOTER Store has used a fact-based messaging approach intended to educate beneficiaries and generate a direct response. While highly effective, this approach did not leverage many of the benefits associated with power mobility, and it alienated some stakeholders.

Under the new agreement, The SCOOTER Store will leverage Omnicom's network of companies to shape a new brand strategy and develop a fully integrated marketing plan. This plan will include a new campaign promoting the life-enriching benefits of power mobility solutions while motivating, inspiring, cultivating trust, and more fully defining the company brand. It will also lower the cost of customer acquisition through a sharper focus on those with an acute need.

"Omnicom and their network of best of breed companies really stood out as the best option to help The SCOOTER Store reach a broader audience, strengthen our brand, and deepen our messaging," said Doug Foster, Chief Marketing Officer of The SCOOTER Store. "They demonstrated a true awareness of our mission, a shared vision for evolving our marketing platform, and a critical commitment to driving revenue growth through all available channels while lowering customer acquisiti

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