With Liberty Medical, a company targeting the 65+ audience, the key word is “results.” Everything was measured immediately and reported back. It was a constant balancing act between appropriate creative and results. We managed to do both.

This print campaign beat the control, significantly lowered the Cost Per Profile and won awards for creative excellence. The TV spots did the same, and without their celebrity spokesperson of 7 years–an achievement few thought possible. I relaunched the website twice, which included a comprehensive video library–a first for the client. I’ve basically touched and managed every piece of this business–DM, radio, SEO, print ads, emails, aerial banners, strategy, you name it.

These spots used the emotional triggers associated with living with diabetes to connect with viewers. It utilized a new format and was Liberty’s first attempt at breaking their 7-year addiction from Wilford Brimley.