Category Archives: advertising

August 30, 2013 · 2:01 pm

Plymouth Rock Assurance mobile billboards

It’s moving day in Boston, which means that thousands of college students and others are descending upon our fair city. It’s also a trash-picker’s paradise, with random book shelves, couches and old TV sets lining the sidewalks.

Plymouth Rock wants to get the word out about their brand to these students and their parents who are seeing their kids off to college. The company will rotate these trucks around the city, mainly the Fenway area, during the next couple of weeks. If you see one, let me know!

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Filed under advertising, bilboards, consumer / B2C, insurance, mobile billboards, print, sales

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June 21, 2013 · 9:26 pm

Plymouth Rock Assurance pedicab ad wrap

Photo: Our newest advertiser Plymouth Rock Assurance, pic taken where else but in front of Plymouth Rock--please contact them for all your insurance needs

Gorgeous!

Here’s Plymouth Pedicabs’ new Plymouth Rock Assurance bike wrap — in front of the actual Plymouth Rock monument (which is a bit of a letdown, btw…the real rock is quite smaller than you’d think, probably because tourists used to chip off souvenirs, if you can believe it).

I suggested Plymouth Rock, a car insurance company, think a little differently about how it gets its brand message across…hence the bike pedicab wrap, featuring one of its cool customer benefits, Get Home Safe, which gives you a free cab ride (or in this case, perhaps a pedicab ride) home if you’re not up to driving.

If you’re visiting Plymouth this summer, be on the lookout for this little number. Maybe even take it out for spin–and let someone else do the peddling for once.

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May 8, 2013 · 5:36 pm

infographics tell the story

You’re the type to stay on top of the latest trends. Right? I don’t need to tell you that infographics are red-hot right now. Ooo-eee, honey! No matter how grown up and sophisticated we get, people still like to look at pictures when they read something. Graphics help us process information faster, especially now that we’re bombarded with endless amounts of data and news.

Infographics help companies look on-trend as they present otherwise dry information in easy-to-digest nuggets—kinda like the chicken nuggets of news (only without the pink slime). Infographics are also a lot more fun to write (and read) than more traditional print pieces, like brochures. Here’s an infographic I did recently for Plymouth Rock about why insurance matters, and why consumers need to have it. Click on this PDF link to see a more readable version: http://www.prac.com/public/Plymouthrock/staticfiles/PDF/Why_Insurance_Matters_Infographic_vFinal.pdf

[Designer: Julie Miller]

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February 24, 2012 · 10:22 pm

Capco

To much of the world right now, Wall Street is a dirty word (well, two dirty words).

But for people in finance, Wall Street is still the Street, the heart of the most exciting and diverse city in the world. Capco consultants live and breathe finance. Most, like the guys in these print and billboard ads, know Wall Street. They understand the financial industry and the challenges it faces. They’ve been through it all, and they care about the future of the industry.

Capco consultants also know that, no matter who’s trying to Occupy it, Wall Street finance, in whatever form it takes in the future, is what makes businesses, and thus our economy, run. On the Street, and everywhere else for that matter, finance may not be too big to fail, but it’s here to stay. And Capco will help its clients stay a step ahead of what’s next.

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May 12, 2011 · 3:31 pm

Merrill Lynch: “An advisor who knows…” series, Part 2

Those Merrill Lynch Wealth Management folks really get it. They care about who you are and what makes you tick; they know exactly what financial issues keep you up at night. MLWM advisors take the time to learn all about you and your family—but not in a creepy, stalkerish way, of course.

Besides knowing what accounts you have (and what you have in them), they know your phone number by heart.  They’ll be there for you and your family over the long run. And they’re not shy about calling you and keeping in touch—but only as much as you want them to…

copy targeting local markets (617 = Boston metro area phone exchange) for banner ad, possible signage

Here’s another banner ad targeted to high net worth individuals looking to give back, either by embarking on a second career, maybe for a nonprofit instead of at one of those evil giant squid firms where they made their money, or perhaps pursue their philanthropic interests full-time:

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May 9, 2011 · 9:23 pm

Merrill Lynch: “an advisor who knows…” series

It’s pretty damn hard to get someone to click on a banner ad.

In this series by Digitas for Merrill Lynch, I tried to appeal to the emotional side behind the rather overwhelming business of saving and planning for your retirement…by trying to make a stressful situation and process seem more “zen.”

I wanted to convey the fact that ML advisors are real people who can help you achieve your long-term goals so you can enjoy the present moment even more—and who also probably happen to like frosted donuts. Alot.

The creative director forbade us to use the dreaded “Learn more” on any of the call-t0-action buttons, so “What’s your plan?” hopefully will prod YOU to push the button and get on board with your retirement planning…with a ML advisor, of course…if you’re an appropriately high-net-worth(y) individual, that is.

Here is the same copy for a national elevator ad campaign (so business people have something to focus on during those awkward, crowded elevator rides):

Looking at these delicious ads is giving me a serious craving for coffee and donuts — I wonder why?!

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May 9, 2011 · 2:23 pm

online recruiting for Merrill Lynch

who:  Digitas for Merrill Lynch/BofA

what: national financial advisor recruiting drive / flash animation banners

The financial services industry is on the rebound. Merrill is growing, fast. This series of flash ads targeted both experienced financial advisors and career-changers from non-finance backgrounds: vets/military, sales, disgruntled corporate people, and so on.

Can’t see it? Just click on an image to enlarge it.

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