Challenge: Subcontracted to us by another agency, we were to create consumer ads that emphasized the Group’s (1) convenient network of services, (2) highly-qualified doctors and (3) area locations.

Solution: Equate the human body’s singular health network with SMG’s singular health network, beginning the discussion with an immediately understandable, health-related metaphor.

Rather than list services in paragraph form, we listed them separately from the body copy for easier readability and better focus. We isolated the locations in a color bar (from the logo colors), with an indicator that can be used for emphasis when the ad runs in a local market. And we kept everything white within the bar so it would also show well in b/w newspapers.

These design decisions helped to create a campaignable layout and tonality for other ads to come, focusing on individual practice areas (such as a plastic surgery ad, where we also wrote the body copy, and designed the ad itself).

The campaign recently won a Service Industry Advertising Award.

Services Provided:

• Concepting
• Design
• Copywriting