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Corporate Advertising
Dale Carnegie Training
Business Training
"Crafting Hard-hitting Brand Advertising that Sells"
We created a series of ads for Business Week, Fortune, Forbes, and national training publications to reposition Dale Carnegie Training to Human Resource Directors. The ads presented an updated image of the company by spotlighting dynamic graduates who are excelling in high tech, energy, and investment firms. Using direct quotes, we wrote narratives that explain how the training had specifically improved their performance in today’s demanding workplace.
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Geller & Company
Finance, Accounting and Tax Outsourcing
"Turning Potential Negatives Into Positives"
We developed several print and online campaigns for Geller, including this one for its Investment Partnership Services group. The problem was how to attract attention when traditional ad approaches aren’t available — testimonials cannot be used, visuals are at a minimum, and the subject doesn’t evoke interest in itself. We turned the liability into an asset by playing on the “accounting is difficult and dull” theme. The result? Ads that turn a negative question into an intriguing answer — an answer that draws the reader into the body text.
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AIG Companies
Financial and Insurance Services
"Ads That Speak Directly to Audience Needs"
The Domestic Accident and Health Division of AIG Companies advertises on a regular basis in human resources trade journals. While the format of the ads is dictated by corporate, M+S ensures that each ad we develop spotlights the audience’s need and differentiates the ways in which DA&H’s insurance products meet that need.
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Quanex
Metal Manufacturing
"Cost-effectively Building Name Recognition"
Quanex suffered from a low stock multiple, because it lacked name recognition. When the company was listed in the Fortune 500 it provided the opportunity to broaden awareness. We created a full-page announcement ad for The New York Times and Wall Street Journal. This was followed by a cost-efficient campaign to bolster name recognition. A full-page announcement ad introduced bi-weekly quizzes that appeared in the WSJ for six months. Each ad addresses an important aspect of Quanex’s business and its growth potential.
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Kew Management
Real Estate Management
"Building Brand by Association"
As part of a program to create a new image for Kew, we broadened their product offering to include the advantages of the Madison Square area. To launch the new positioning and to celebrate the 100th Anniversary of the Flatiron Building, we created an ad that positioned Kew’s buildings as partners with the Flatiron — built contemporaneously and still at the hub of New York life. To create a sense of place, images of newly designed offices, park amenities and people relaxing are included — images that also appear in the opening movie on Kew’s website.
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