Health brand marketing: when media and creative become one

Not being able to distinguish where your health brand creative stops and the media begins.

The smart brand just kicked off a new campaign developed by BBDO Berlin revolving around travelling together in a car, which is designed just for couples, trying something new and being unique.

The tagline of smart’s advertising push, which was launched across multiply media, is ‘smart fortwo—A big idea for…’ which mirrors the light-hearted and adventurous nature of the brand.

The important takeaway about this campaign, exemplary of the local posting above, is that creative and media tend to be seamless. It’s hard to tell where the creative stops and the media begins.

Consider that the most innovative and compelling ideas to drive business forward might actually be the result of a 50%/50% partnership between creative and media teams. Where they’re working collaboratively from the start to bring to life strategy and tactics.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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