2016 REBRAND 100: merit

Country Base: USA
Industry/Sector/Keywords: Healthcare, Wellness, Consulting, Communications, Media
Below: Before and After Images in Slide Show, Summary, Credits

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Saatchi & Saatchi Wellness – www.rebrand.com/saatchi-wellness-images
Summary

Industry Setting

Publicis Healthcare Communications Group is the largest healthcare communications network in the world. In 2013, two of the network’s agencies in New York – Saatchi & Saatchi Health and Saatchi & Saatchi Wellness – merged under the Saatchi & Saatchi Wellness (SSW) name. This merger signaled new intent – to go beyond pharmaceutical clients to influence the broader wellness sector.

Challenge

The merger created a huge need to reposition our agency, both internally and externally, to make it clear to everyone who we are and what we stand for. This was especially challenging given the number of agencies we compete with for both employees and clients. The burning question – how to rebrand ourselves in a powerfully compelling way that would set us apart from our competition?

Strategy

While many clients rely on solely rational claims in their advertising, we at SSW know that the vast majority of decision-making takes place not in our rational brain, but in our emotional brain. And that applies to all humans, including doctors and patients. If we want to motivate people to take action, we must make them feel something at an emotional level.

We sum up this belief by saying that “Only when people feel something, will they be willing to do something,” or more simply, “Feel something, do something.” This philosophy became the cornerstone for our agency’s repositioning.

All internal and external facing materials were rebranded with our Feel/Do spirit – our logo, website, social media, templates, business cards, even our creative brief. We encouraged employees to share their own Feel/Do moments on the ephotos.com platform by tagging photos with #FeelDo. The photo stream was displayed on agency monitors.

Result

Our Feel/Do repositioning led to a big increase in employee engagement (200+ photos submitted in first two weeks using #FeelDo), a substantial increase in new business wins and 20+ creative awards.

Credits

Client: Saatchi & Saatchi Wellness – www.saatchiwellness.com

Brand Strategists/Designers: Saatchi & Saatchi Wellness – www.saatchiwellness.com

Brand Strategy: Kristin Volk
Creative Direction:
Kathy Delaney
Scott Carlton
Steve Hebert
Lauren Chan