DENTAL CENTER TAPS DRAFTWORLDWIDE

Agency to Handle Direct-Marketing Duties for BriteSmile

By Published on .

CHICAGO (AdAge.com) -- BriteSmile tooth-whitening centers named Interpublic Group of Cos.' DraftWorldwide, Chicago, as its agency of record to handle direct-marketing duties.

DraftWorldwide will begin work immediately on direct response TV, print, direct mail, collateral, retail point-of-service, branding and database management. New work will break in January.

The agency's direct-response media services unit, ID Media, will handle media buying and planning.

The prior agencies were Respond2 and C-Media, both Portland, Ore. BriteSmile, which is headquartered in Walnut Creek, Calif., spent $5.1 million in measured media during 2001 and $6 million through July of this year, according to Taylor Nelson Sofres' CMR.

BriteSmile posted a net loss of $4.6 million, or 13 cents per share, in the third quarter ended Sept. 30, citing a "challenging" economic climate. It has received notice from the Nasdaq that unless share prices climb back above $1, it will be delisted Jan. 27, 2003. Shares traded between 65 cents and 74 cents today.

Meanwhile, Discus Dental's Zoom has taken a bite out of BriteSmile's market share, prompting BriteSmile to sue Discus for patent infringement.  

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