Abbott Nutrition Health Institute (ANHI) provides science-based, nutrition-focused educational resources to health care professionals (HCPs), many in emerging markets. However, the vertical was having an identity and awareness problem. After defining the what and the how, we created a new positioning and campaign concept with a simple and impactful idea that gets right to theContinueContinue reading “Nutrition Changes Lives (Abbott)”
Category Archives: Strategy
Guardian Life is ready.
There’s no other way to say it: Annual reports are boring. Charts. Graphs. Generic headshot of the CEO. So, how do you make an annual report that’s not an annual report? You create an impactful, conceptual creative campaign with a digital content package. The key to it all, though: Embody the brand’s lived values throughContinueContinue reading “Guardian Life is ready.”
A Healthy Obsession (Coway)
With a product offer including premium air purifiers, water purifiers and bidets, Coway is a health and wellness leader in Korea. However, they’re still unknown in the US. Shifting from a product to brand strategy, we developed a creative platform that would embrace our idiosyncratic core persona, the Home and Health Optimizer, and lean intoContinueContinue reading “A Healthy Obsession (Coway)”
Mastercard Thought Leadership
While working with Mastercard, I had the opportunity to develop complex and high-level B2B thought leadership. In one project, we created a narrative around emerging digital trends that combined the insights of over a dozen internal stakeholders, presented to senior executives. In another, we created a whitepaper that distills the concept of “payment gateways” intoContinueContinue reading “Mastercard Thought Leadership”
Living Confidently (Guardian Life Financial Services Content)
Here’s an ask for you: Combine two content sites into a single, robust content hub and build-out a content strategy with blog posts, videos and infographics to “drive a conversation between the client and the financial representative.” So we did it. My roles: client-facing, creative concepts, creative direction, content strategy, storytelling, voice, style, assigning, editing,ContinueContinue reading “Living Confidently (Guardian Life Financial Services Content)”
20 Years of Samsung and the Olympic Games
Not many people realize it, but Samsung built its brand on the back of Olympic sponsorship, beginning in 2000. We elevated this brand strategy to the realm of brand mythology by creating a definitive, visually-driven 300-page history with the heft of a vintage phone book. My roles: client-facing, concept development, messaging, assigning, writing, editing.
David Pfister 