Strongest creative reputation. Since our inception in 1991, we have arguably been the most creatively honored agency in the country, year after year. We have been named “Best Mid/Small Size Agency in the U.S. for General Excellence” six times by the 4A’s. This is a record that no agency, large or small, can match.
Balanced approach. Our agency is not headed up solely by a creative person, who might seek solutions that are not strategically sound, or by a businessperson whose views may not result in the best creative work. In our company there is a balance, which results in a highly strategic product that also meets the challenge of being unforgettable.
We Search for Truth. Our philosophy is based on a view that our job is to capture a truth either about the product or the consumer that will resonate. What works, and we have proven it time and time again with all of our clients, is the need to find and hit a consumer nerve that resonates as valuable, truthful and unforgettable.
Digital Advertising Need Not Be The Main Focus For Hospitals
Hospital advertisers must be aware that ‘retail’ advertising alone is simply not a viable advertising strategy. We have now witnessed numerous of these ‘retail’ strategies from hospitals. They put all their efforts into strong digital content, attributing this digital spending directly to profit. In reality, we can estimate that maybe 1 out of 8 of these programs work; however, even those that work do not provide enough information to ensure continued success in the future.
Therefore, if each of the 8 programs costs $1 million and only one works, shouldn’t we attribute all $8 million in the accountability model and not exclusively to the retail strategy? They need to stop showing the one successful case over and over again at healthcare conferences, when it is truly an improbable success. It misleads hospital leadership to believe that there is a 100% attribution model for digital/social media efforts. I’m most impressed with those that seek the right balance of general media to digital/social efforts tied to an idea.
Instead of believing this misleading information, hospital advertisers must always remember that:
Campaign efforts should not be driven by media-first or digital-first thinking.
Ideas come first, and a great idea with the right strategy has a much higher chance of working.