Tenet Healthcare
Selects Antonio & Paris

BY: ANTONIO BUCHANAN  |  SEPT 8, 2016 – 5 MIN READ

Tenet Healthcare hired A&P 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.

“A&P 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 A&P. They were just very in tune with our needs and solutions to those needs both strategically and creatively.

“They were just very in tune with our needs and solutions to those needs both strategically and creatively.”

— Kat Rondeau, Chief Business Development Officer

“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 A&P. 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, A&P.

In a previous pitch, Tenet Healthcare named A&P 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 A&P.

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.

About A&P

A&P, 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 A&P, visit them on Facebook, Twitter or antonioandparis.com.

Antonio blog profile image

WRITTEN BY
Antonio Buchanan

Short Bio — In 1999 after leading the charge on accounts, such as American Express, IBM, & Microsoft, at traditional global agencies in large agency networks, Antonio Patric Buchanan set out on his own to create a new agency model with his agency, bang!zoom. Within a couple of years, the agency was purchased by the Canadian holding company, MDC. In 2004 he launched Pure Moxie, which was rebranded in 2017 to what is now Antonio & Paris.

Antonio blog profile image

WRITTEN BY
Antonio Buchanan

Short Bio — In 1999 after leading the charge on accounts, such as American Express, IBM, & Microsoft, at traditional global agencies in large agency networks, Antonio Patric Buchanan set out on his own to create a new agency model with his agency, bang!zoom. Within a couple of years, the agency was purchased by the Canadian holding company, MDC. In 2004 he launched Pure Moxie, which was rebranded in 2017 to what is now Antonio & Paris.

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