Herzig Eye Institute has selected Media Dimensions as its media agency of record, with the remit including SEM, media and target research, strategy development and multi-platform execution.

The agency announced yesterday it had earned AOR status after working with Herzig on a campaign that is currently in market.

“The team at Media Dimensions has invested the time to learn our unique brand, provide strategic insights and demonstrated a professional and flexible approach to meet our campaign goals,” Cherry Tabb, CEO and Co-Founder of Herzig Eye Institute said in a statement.

The multi-platform campaign includes SEM, desktop and mobile video, desktop and mobile display, paid social, as well as TV and radio and is focused on the Greater Toronto Area.

Messaging is targeted based on demographics and behaviours and segmented by the procedures offered by Herzig – such as Lasik, cataracts or ophthalmology, and “eyes over 40,” says Eric Orticello, VP at Media Dimensions.

“Really it is about lookalike modelling at this stage,” Orticello says, referring to the technique in which a marketer seeks new customers who behave like current customers.

“It’s taking those behaviours and those interests and those demographics in context and using them all to target more succinctly,” he adds

Media Dimensions initially won the assignment over a shortlist of agencies, he says. The agency’s other clients include Pizza Pizza, Pizza 73, Yamaha Motors and Yorkdale Shopping Centre.

Herzig previously handled media in-house.