Vital Dent, the dental clinic franchise, has named The Vox Collective, New York, as its lead agency responsible for handling the company's U.S.-targeted general market and multicultural duties following a review.

The Vox Collective will work with the client on a series of advertising and marketing initiatives planned for the summer with a campaign scheduled for launch in the fall.

The marketing push will focus on New York and Florida, where the brand is entrenched, and will target general market and multicultural audiences, per the agency.

Ad spending in U.S. measured media for Vital Dent totaled $2.6 million in 2007, down from $4.3 million in 2006, per Nielsen Monitor-Plus.

Vital Dent operates more than 400 clinics in Europe and North America, serving some 2 million dental patients annually.

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