Having dreamed of performing on Broadway, only to wind up on the adland side of Brooklyn, I've always told myself that advertising is just another form of theatre. A pitch is really a production, a campaign is actually like directing a show, and brand loyalty - that's a standing ovation.
Today, the playbook is dead, replaced by critical thinking, creative collaboration and laser-focus on solving complex business challenges.
The focus on building 'patient-centric' brands has shifted from checking a box to deep collaboration and understanding. At the heart of any health issue is the story of life - we're all people, not patients.
Multimedia events like 'A Night for MS' are building communities and sharing patient stories to raise awareness of disease. Creative like 'Invisibles' - inspired by conversations with patients that reveal real-world truths.
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