San Francisco, CA – September 8, 2016 – Tenet Healthcare hired Kraft to rebrand one of the company’s largest hospital networks. The agency will also have duties that include marketing the network by utilizing TV, print, radio, outdoor, digital and social media.
“Kraft brought fresh and creative ideas to the table that blew us away. These ideas came from a strong strategic foundation, and we believe will not only lift our brand but also help us to increase revenue in the Phoenix marketplace,” said Chief Business Development Officer, Kat Rondeau. “We started the agency search with over 12 national agencies both large and small. When we narrowed it down to the three finalists, our committee of 6 Hospital CEOs and marketers from Corporate and the region were all ecstatic that we all unanimously agreed on Kraft. They were just very in tune with our needs and solutions to those needs both strategically and creatively.
“The agency renamed the hospital network, Abrazo Community Health Network. The word Abrazo means, “Embrace”. That’s the meaning behind Abrazo. Abrazo embraces the metropolitan Phoenix community’s health,” says Paris Hinson, Chief Creative Officer of Kraft. We not only came up with a new name and brand identity but it was important for us to inject the brand sentiment into every interaction with patients from signage to on-hold scripts to elevator wrap designs to the advertising and media. Our clients truly allowed us to affect the brand experience in its totality.”
“The agency renamed the hospital network, Abrazo Community Health Network. The word Abrazo means, “Embrace. “That’s the meaning behind Abrazo. Abrazo embraces the metropolitan Phoenix community’s health,” Paris Hinson, Chief Creative Officer, Kraft.
In a previous pitch, Tenet Healthcare named Kraft branding and communications AOR for it’s hospital network in Texas. “We are extremely excited that Tenet has trusted us with the important task of bringing a cohesive message to its patients throughout the United States. Healthcare is personal to our team, and we understand how intimate and stressful a hospital choice can be,” says Tami Brewer-Williams, EVP of Engagement for Kraft.
About Abrazo Community Health Network
Abrazo is committed to helping patients achieve health for life. Abrazo delivers the highest levels of quality, personalized health care, while operating six acute care hospitals, two emergency centers, two urgent care centers, a physician medical group with 13 offices, two health plans, and several service-specific institutes and centers.
Kraft, a brand agency, excels in finding innovative ways for clients to provide exceptional experiences to their customers. Their work includes consumer insight, brand innovation, creative development, mobile and technology solutions for global brands such as AT&T, Mini USA, DIRECTV, Newell Rubbermaid, Tenet Healthcare, and Barco Escape. For more information about Kraft, visit them on Facebook, Twitter or kraftsf.com.