Today, one of our most recent projects was mentioned in a New York Times article (reg. req.). We’ve been working on a campaign to help launch the new John Hancock brand positioning. It’s a substantial muti-channel initiative that takes them into some uncharted marketing territory. And I think that’s part of the reason we’ve been so enthusiastic about our contribution.
Not only is John Hancock advancing their own online activities, but they’ve been bold enough to experiment with some rather unique media buy approaches. It’s one of those magnificent examples of a creative idea that shaped the media buy. Some marketers talk about it, but JH went out and did it.
Starting next Monday phase one of the campaign will feature a time sensitive media buy on yahoo! finance with video units and a micro site that dovetails with a wide range of offline tactics. You can see it at jhthefutureisyours.com.