Art Director At Work: New York-Presbyterian Hospital

Creative exploratory to help Munn Rabôt position their client as a world brand.

Five approaches executed from the same positioning: Medicine that changes the world.

(Click images to enlarge)

Campaign One: A catalyst for intelligent debate. Addresses the future of medicine and how the changes will effect people.

Campaign Two: Patient's success stories because of NY-P breakthroughs in medical research.

The profound historical effect NY-P advances in applying medical science are having on patients' lives.

Campaign Three: A forum for serious answers to serious questions. Ads point to an interactive website.

Campaign Four: Their advanced medical research that's having a profound effect fighting important diseases.

Campaign Five: Experts at the hospital and medical school who embody their passion for changing the world. Professors, researchers, doctors and patients.

I’m one of the lucky ones. I had the chance to work for some of the greats in the ad business like Jay Chiat, Ralph Ammirati and Hal Riney. And serious clients including IBM, BMW, Nikon, Four Seasons Hotels, Swissair, Salomon Smith Barney, Revlon, Gallo and the Miller Brewing Company.

I’ve worked with every kind of agency, including the FBI–helping them fight int’l computer crime. By working for my own clients as well as ad agencies I understand what creative directors are up against. It’s about translating what clients say they want into ideas they can actually use. Creating something original and inspired goes without saying.

As co-creative director I helped open the New York office of Armando Testa, the world’s largest Italian ad agency. I helped reinvent Miller Lite for a younger audience with SNL comedians, and launch Hyundai cars in the U.S. I was brought in to handle IBM for 9 months as CD when the agency’s CD was on medical leave. At Revlon, the ECD asked me to take over so he could take a job at Warner Bros. I helped launch the world’s first 100% online bank: Wingspanbank.com. I’m proud to have produced the ad industry’s first effort to educate the general public with Ads Against AIDS.

Recent clients include a TV commercial director. A grass-roots effort to protect the water aquifer by stopping gas drilling in the upper Delaware River Basin. Helping Meetup.com write their brand positioning. Consulting with a website design firm to launch new web-based gallery management for the world’s leading art galleries. Create a website for a major European golf resort and real estate developer. I recently published my second book. An entertaining behind-the-scenes look at movie making.

If I’ve learned anything it’s that clients need to know you’re going to be there for them. Get that part right, the rest is easy.

New York-Presbyterian Hospital

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