Pereira & O'Dell | Agency Profile, Contacts, AOR, Client Relationships

• This shift closely follows WellStar's appointment of Rick Toller as its SVP and chief communications and marketing officer in October 2022.
• Toller was previously a VP and director at Three.
• He seems to have succeeded David Preston, WellStar's incumbent CMO of around five years.
• The company will likely:
  • Launch new creative soon
  • Return to heavier ad spend when it does so
  • Conduct additional agency reviews
• Target demographic: 
  • Gen-X, especially parents

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, WellStar has spent roughly $88.6k on digital ads, less than half of the roughly $207.4k spent by this point in 2022.
  • YTD data: The hospital network has earned ~12.1m digital impressions YTD via Facebook (55%), desktop display (23%), mobile display (11%), YouTube (7%), and Instagram (3%) ads.
  • Last year: In 2022, WellStar spent approximately $1.1m on this channel, less than a third of the approximately $3.4m spent in 2021.

Additional agency insights:

• Opportunity: Agency reviews often follow one another closely, especially when they follow C-level marketing hires, so get on Toller's radar for potential PR, media, digital analytics, experiential, influencer, and/or multicultural services soon.
• Current agency roster:
  • Pereira O’Dell: Creative AOR