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The serious work of being memorable. A strong message is rarely enough. The challenge of every copywriter and art director at Ogilvy Healthworld is to find memorable ways to directly connect strategy and message to the target audience. Our task is to make doctors and patients understand, feel, remember and, most importantly, believe in your brand. Great creative is surprising. Telegraphing your message makes logical sense, but a unpredictable resolution allows your audience to be pulled through the selling information, giving your messages a much better chance of being remembered. Great creative connects emotionally. Is your brand’s personality nurturing, forceful, confident or cautious? Like people, a brand without personality lacks friends and can be easily overlooked. But remember to choose carefully. Once a brand’s emotional context has been established, it may be difficult to change. Great creative sells. Building brands faster, higher and better than expected is what Ogilvy Healthworld is all about. In every country we strive to break new ground creatively because nothing is more rewarding than fresh ideas. Click here to see our work |