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