Diana Marszalek 15 Nov 2019 // 3:55PM GMT
NEW YORK — Align Technology, which makes Invisalign teeth straighteners, has named Publicis Groupe its new global agency of record, charging the agency with boosting awareness of the clear alternative to metal braces.
Publicis, which includes PR shop MSL, is creating a dedicated team to handle the assignment, which covers North America, Latin America, Europe, Middle East and Asia Pacific. Publicis Communications, Starcom and Publicis Health are also part of the team.
The group is charged with creating and executing a data-led, integrated communications strategy to reach consumers and dental professionals. In addition to its clear orthodontic products, Align also makes iTero digital oral scanners.
The remit includes broadcast, digital, social, outdoor advertising, mobile, experiential, consumer and professional public relations, influencer relations, website, content development, tradeshows, conferences, media planning and buying.
Align’s senior director of global marketing Lisa Weseley-Conescu said Publicis brought "expertise in strategic communications and creativity to reach our diverse consumer and professional global audiences."
She added: “As we continue to grow and deliver innovative solutions to both doctors who provide treatment and consumers looking to improve their smile, it’s imperative that we continue to build upon the strength of our partnership with doctors while at the same time reaching and delighting consumers."
In recent years, Gold PR has been among Align Technology’s agencies.