Ellen D. Fitzgerald

This campaign balances a view onto chemistry and immunodiagnostic assays with a view of the person for whom this test matters.

Graphic photography makes the person feel universal and iconic. The visuals keep us focused on the patient, the assay and the idea: the chemistry of caring.

The chemistry of caring describes those labs for whom the patient comes first, despite monetary and time pressures. We can touch on all of Ortho’s offerings and direct readers to the website to find out more.

The work carves out a pre-emptive, high-ground positioning both through the message and the quality with which the work is executed.

Copy: Maggie Powers

Sun Life was transitioning to a new business model focused on group and voluntary benefits, and a new promise.

The promise: all it takes is one moment of clarity about what really matters in life--who and what we love--to wake up to the benefit of benefits.

A traditional campaign of print, banners and spot television was just the beginning. We began a year-long program of special events at trade shows created in partnership with publishers like Inc., the Wall Street Journal, Harvard Business Review and Forbes. These events generated films, special articles, white papers and a microsite housing all the content.

Copy: Maggie Powers

The year of Sun Life advertising culminated with the Sun Life Wake Up Summit, a special live event and webcast focused on healthcare reform, hosted by Juan Williams and featuring Affordable Care Act expert Jonathan Gruber. Attendance far exceeded Sun Life's expectations and set a new bar for customer engagement.

FINRA or the Financial Industry Regulatory Authority is a government authorized, self-regulated organization that protects the public from broker fraud and bad practices. But after the Madoff scandal, the financial crisis and the downturn in the U.S. economy American investors felt like they had no place to turn for protection. FINRA wanted to reassure the public that despite these developments they were on their side. They had the power to levy fines, put brokers out of business, and return money to wronged investors. 

Copy: Howard Van Lenten

Pfizer wanted to spin-off it's animal health division-and so Zoetis was born. Animal health is a hot topic because it covers everything from vaccinating a new puppy to protecting the worlds' food supply. I was a bit conflicted working on this project - as a pet owner I know first hand how important medicines are to their survival but I worry about the amount of antibiotics and other pharamaceuticals in our food. My writer and I did a deep dive into the issues producers, vets and pharma companies face and the huge responsibility they take on. We wanted to create a campaign that acknowledged the complexity of this business and  resonated at ground level as well as with Wall Street. 

Copy: Ken Wieden

Guy Carpenter is the risk and reinsurance division of Marsh & McLennan.   Mitigating risk allows a business to seize opportunities, open up capital and realize ideas. We use outdoor, print, innovative lenticulars and created a microsite for Marsh & Mclennan to promote this big idea. 

Copy: Ken Wieden

Blood bankers do vital but unsung work. That was the insight that led to the Bloodlines campaign from Ortho Clinical Diagnostics, part of Johnson & Johnson.

Photographer Christopher Griffith brought a crisp elegance to these idealized patients that worked across all channels: print, digital, video, a microsite, trade shows, even Ortho On Demand, an online continuing education forum for blood bankers.

The campaign won both the regional and global Burke Award, a much-coveted award within Johnson & Johnson which recognizes "extraordinary creative." We beat out all other Johnson & Johnson brands, including consumer brands like Band-Aid and Tylenol with vastly larger budgets.

Copy: Maggie Powers

D. Porthault is a very high-end, luxury linen company with quite a pedigree-The Duchess of Windsor, Jackie Kennedy as well as Gwyneth Paltrow have been aficionados. The exquisite fabric is still milled, silk-screened and hand-embriodered in a factory outside Paris the way it has been for generations. But their image was fuddy-duddy and they needed updating. We created a campaign that acknowledged the heritage but was relevant to a younger audience. 

With the increase in tablet use a Credit Card company wanted to test the feasibility of acquiring customers via tablet rather than always sending them to a landing page via a banner. The required legal is at the bottom in a scrollable unit but the actual application is still on a website. The goal was to shorten the number of steps it takes to enroll a customer. Both tablet and landing pages versions are shown here

Copy: Susan Lightman

Unisys is an information technology company that services every kind of enterprise from the U.S. Government's complex welfare system to the massive airline ticketing network. This TV campaign reminds us that behind every business is massive amount of data that Unisys seamlessly manages so business can run smoothly. 

Duff & Phelps is a valuation and restructuring company that has acquired many businesses along the way. Although their expertise is broad their reputation is indisputable as the best at what they do. The challenge was to develop a campaign that unified their diverse businesses to focus on their true value. 

Citibank wanted a campaign that demonstrated to customers they were not just a big, global, bank. The idea was to offer a personal consultation with a financial advisor usually available only to clients with larger portfolios. Getting customers to examining their money issues we found out was a painful but rewarding process. 

Copy: Jim Othmer