NEW YORK, July 12, 2011 /PRNewswire/ -- Snatching another page from the primer of consumer advertising, StrikeForce Communications has signed an agreement with Story Worldwide, a global content publisher, to produce highly informative and entertaining campaigns—specifically designed to generate talk value—for the healthcare market.
The two firms today embarked on their first project, a multi-million dollar DTC women's health campaign for one of the world's leading pharmaceutical companies. Other collaborations are in the works.
"We chose Story because of the company's track record in producing compelling narratives about specific brands, using content that reflects the user's concerns," said Mike Rutstein, founder and president of StrikeForce, who pointed out that the storytelling approach is particularly effective for brands where a lot of decision-making is involved.
According to Rutstein, healthcare—like luxury cars and vacations—is a considered purchase, meaning that the consumer will think hard and weigh the pros and cons before committing. "Filling a prescription is not an impulse purchase," he explained. "Most consumers want to know the benefits and risks before they make a medical decision. Storytelling—in which brand experiences are described from the user's point of view—can be especially helpful when a brand must overcome a stigma that might be associated with a specific condition or therapy."
Adopting a narrative approach is a powerful tool, one that Story Worldwide has successfully employed with products ranging from Lexus cars to De Beers diamonds. "We are living in a post-advertising age," said Keith Blanchard, Executive Creative Director of the digital marketing agency, which often uses animation to tell entertaining and informative brand stories. "It's a crowded media landscape out there," he added. "Without content, brands find it hard to be noticed."
The Story alliance is the latest undertaken by StrikeForce as part of its "precision pairing" approach. "We tailor the talent—be it individuals or agencies—to the specific needs of the client," said Rutstein, who pointed out that companies are increasingly on the lookout for ideas that will separate their products from those of the competition.
The highly entrepreneurial agency, known for its unorthodox business model, was recently nominated for a major industry award honoring its visionary approach.
Launched in the fall of 2009, StrikeForce has six agency of record accounts, three of them for global brands. Other accounts include professional and consumer healthcare assignments for Teva, Alcon, KCI, Abbott, Pozen and Pfizer. The agency specializes in advertising for prescription drugs, OTC products and medical devices. StrikeForce Communications is at 366 West 11th St, Suite 4F, New York, NY 10014. Tel: 917-475-1876. E-mail: firstname.lastname@example.org. Website: www.strikeforcenyc.com.
Story Worldwide, launched in 2007, is a marketing agency committed to the idea that behind every brand there's a story, and that those who tell it best win. Working in all media channels around the world, Story relies on a narrative-based approach that has produced strong business results for luxury brands such as Lexus, De Beers, Faberge and Holland America Line as well as mass market products like Popsicle, Green Giant and Clinique Cosmetics. The company has offices in New York, London, Seattle and South Norwalk, Connecticut. For more information about Story Worldwide, please contact Chris Parker at 203.258.1588, or email: email@example.com.
Julie Laitin 212-572-9615
SOURCE StrikeForce Communications