• by Larissa Faw , September 10, 2018

A Place For Mom is appointing Mercury as its new AOR for TV buying for the senior assisted living referral service. The remit includes TV planning, buying and attribution. 

The company is probably best-known for its campaigns that feature TV host Joan Lunden speaking directly about the company's services, and this new partnership is designed to utilize data to better measure the impacts of its media spend. The company has spent $11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was $24.16 million. 

This new partnership follows the purchase of a majority stake in A Place For Mom by private equity shops Silver Lake Capital and General Atlantic in August 2017. 

Mercury has offices in New York, Los Angeles, Boston and Philadelphia.