Marketing campaign

The name change of the UK’s principal industry body, which represents over 80 per cent of the dental industry, has driven a complete brand refresh. The new advertising creative explains the rationale behind the name change as the Association drops ‘Trade’ and ‘gains ‘Industry’, to convey the increasing diversity of its membership, in addition to highlighting the benefits of choosing to do business with quality-conscious BDIA member companies.

Tony Reed, BDIA executive director, explained “BDIA encompasses the wider world of dentistry beyond the direct ‘trade’ including banks, insurance companies, publishing companies as well as suppliers of services and technologies to the dental industry amongst its membership. The new advertising campaign is refreshingly simple in its approach and hopefully it will ensure the Association’s new name is instantly recognisable throughout the dental sector.”

Since 1923, the Association has played a crucial role within the industry as a not-for-profit organisation, using its funds solely for the purpose of developing dentistry for the benefit of its members, the profession and the public.