Be Disruptive.

NYU Langone Medical Center
NYU Langone
Medical Center
Every year, hospitals in New York spend millions of dollars on advertising, telling us the same thing. They talk about their rankings. They talk about their cutting-edge technologies and procedures. They talk about being “world-class.” And they talk about how much they care. New Yorkers have heard it all before, and now they’re immune to it. We needed to create a proprietary advertising platform for a medical center that could win the hearts and minds of New Yorkers. Rather than take the traditional medical approach, we developed work that celebrated the unique character, spirit, and passion for life that New Yorkers are known for, and we did it in a “cool” kind of way. Our positioning strategy was big, bold, and presumptive, introducing the city to a medical center that is MADE FOR NEW YORK.
NYU Langone Medical Center
Every year, hospitals in New York spend millions of dollars on advertising, telling us the same thing. They talk about their rankings. They talk about their cutting-edge technologies and procedures. They talk about being “world-class.” And they talk about how much they care. New Yorkers have heard it all before, and now they’re immune to it. We needed to create a proprietary advertising platform for a medical center that could win the hearts and minds of New Yorkers. Rather than take the traditional medical approach, we developed work that celebrated the unique character, spirit, and passion for life that New Yorkers are known for, and we did it in a “cool” kind of way. Our positioning strategy was big, bold, and presumptive, introducing the city to a medical center that is MADE FOR NEW YORK.
Bessemer Trust
Bessemer Trust
For over 100 years, Bessemer Trust had carefully managed and preserved its clients’ fortunes. But there was a lingering perception that Bessemer was out of touch with the current challenges facing wealthy families. We created a campaign that presented Bessemer as a sophisticated authority in every aspect of wealth management, while injecting the brand with just the right amount of Wall Street swagger. In just over eight years, Bessemer Trust has increased its assets under management from $48 billion to over $110 billion.
Bessemer Trust
For over 100 years, Bessemer Trust had carefully managed and preserved its clients’ fortunes. But there was a lingering perception that Bessemer was out of touch with the current challenges facing wealthy families. We created a campaign that presented Bessemer as a sophisticated authority in every aspect of wealth management, while injecting the brand with just the right amount of Wall Street swagger. In just over eight years, Bessemer Trust has increased its assets under management from $48 billion to over $110 billion.
NewYork-Presbyterian
NewYork-Presbyterian
We launched NewYork-Presbyterian into the market as the merger between two prestigious academic medical centers—The New York Hospital and The Presbyterian Hospital, creating the largest hospital in New York City. The New York marketplace had become increasingly cluttered with high levels of advertising from competitors, and most people tuned out hospital advertising. Our research revealed that while people were aware that an academic medical center provides superb care, few understood that the doctors, nurses, and staff at NewYork-Presbyterian routinely go above and beyond the expectations of their patients. Our “Amazing Things Are Happening Here” campaign of patient stories conveyed this in a way that had never been done before. Advertising recall went from 11% to 24%, and positive word-of-mouth increased from 17% to 26%. Viewers found the campaign to be “much more differentiating” compared to the leading competitive advertiser (74% vs. 46%). Telephone inquiries increased by approximately 25%, and unique website visits increased 40%.
NewYork-Presbyterian
We launched NewYork-Presbyterian into the market as the merger between two prestigious academic medical centers—The New York Hospital and The Presbyterian Hospital, creating the largest hospital in New York City. The New York marketplace had become increasingly cluttered with high levels of advertising from competitors, and most people tuned out hospital advertising. Our research revealed that while people were aware that an academic medical center provides superb care, few understood that the doctors, nurses, and staff at NewYork-Presbyterian routinely go above and beyond the expectations of their patients. Our “Amazing Things Are Happening Here” campaign of patient stories conveyed this in a way that had never been done before. Advertising recall went from 11% to 24%, and positive word-of-mouth increased from 17% to 26%. Viewers found the campaign to be “much more differentiating” compared to the leading competitive advertiser (74% vs. 46%). Telephone inquiries increased by approximately 25%, and unique website visits increased 40%.
Here’s what
we think.
We’ve made a few observations along the way. Some obvious, some a little bit surprising.
But they’ve helped inform who we are, and they can help you decide if we’re right for you.
Helping you find your true voice
We ask the hard questions. We ask them of ourselves, and we ask them of you. Do people like your brand? Is the tone of voice with which your brand communicates appealing? Or is it ineffective? Needless to say, the answers to these stark queries sometimes aren’t pleasant to digest. But asking them is part of the creative process. And we find it a pretty good place to start. Because after all, if we’re going to communicate the essence of your brand, we first have to find out what it is.
With every brand, there is a great insight waiting to be found
Advertising is about discovering a compelling truth, then finding a compelling way to communicate it—simple as that. Sure, there is a craft to master and a certain knowledge base that needs to be acquired. But great advertising is sort of like great jazz. To create it, you study the basics, learn the rules, then figure out how to break those rules to create something that’s completely original.
Who you really are may yet to be discovered
Ask 10 people at your company “What do we stand for?” and you’re likely to get 10 different opinions. So who knows best? The CEO? The head of marketing? Perhaps the truth lies in some combination of insights that has yet to be articulated. Enter our process of Brand Discovery: Essentially, it’s an extensive internal and external audit designed to uncover exactly what makes you, “you.” It involves a series of thorough interviews involving our agency, the most visionary people in your company, as well as your present and potential customers. The end goal is an insightful distillation of who you really are, what you really stand for, and a roadmap to help make you a “Category of One” in the marketplace. Brand Discovery helps us distill your company’s future mission into a vision that the entire company can rally around and work toward together. It helps us uncover strategies that ring true. And it helps us deliver an advertising idea that’s unassailable.
We help our clients become category leaders.
Our clients want to shake things up. They aren’t content with just fitting in. They want to lead.
And by doing so, they become the most respected business leaders in their respective categories.
People just
love it here.
People here are given the opportunity to bring their ideas to the table. Everyone has a voice and if they use it to share an inspired thought, everyone listens.
Orson Munn
Chief Executive Officer/Partner
Peter Rabôt
Chief Creative Officer/Partner
Rachel Lubertine
Chief Operating Officer/Partner
Martin Canellakis
Creative Director
Sara Criss
VP/Management Supervisor
Danni DiLorenzo
Account Supervisor
Geraldine Gately
Media Supervisor
Liz Grover
Integrated Project Manager
Val Junker
IT Director
Garrett Lubertine
Senior Art Director
Jodi Monroe
Media Director
George Rabôt
Art Director
Ashley Sather
Office Manager
Zoe Suna
Assistant Account Executive
Meghan Tucker
VP/Management Supervisor
Deb Velazquez
Finance Director