Mark Canavan

A multi-awarded campaign that started with a simple premise-  don't tell people what they can do here, tell them how they will feel here.

GM was marketing OnStar and all it's remarkable features but customers were having a hard time relating them. We told heartfelt safety stories through the experiences of children.

Drawing on the beauty of the national brand campaign, we targeted visitor passions through multiple channels.

This was during a time of “Fearvertising”- telling people all the things that can go wrong instead of showing them all the possibilities. With the launch of the "Be Brilliant" campaign, we moved Ameriprise from financial follower to a leader in the benefits of personal planning.

Priority Health came in as a divided house of different brands. We gave them a single brand and proved them out as a healthier approach to healthcare. In a time of mass healthcare confusion, Priority Heath soared to record numbers of new customers.

As the market continued to focus on the technical side of cable, we also wanted to reach those who really loved movies and entertainment in a funny, disarming way.

In a world of splash parks and augmented reality, there are still places whose impact is real and let you be part of the story.

We found 996,000 reasons why Priority Heath works so hard to offer Michigan the best health insurance possible.

The #1 player in professional golf and Buick were not the most natural pairing. We found a way to bring Tiger's personality and humor into the category. 

The most important medical question is the one you should have asked.

Locally aired, this Buick Open spot highlighted how close you were and how close you can get to a PGA event.

We discovered the insight that when it comes to B2B, CEO’s take the time to listen to other CEO’s and leaders. We avoided marketing speak and let the people making it happen in Michigan tell us in their own words.

A modern take on “down on the farm.”

In a sea of financial options, we brought out the human connection that drives Ameriprise. With brand recognition at record highs, we highlighted what they believe in.

Hungry Howie’s was interested in reaching new ways to attract young customers. We identified gaming as a great opportunity for that. However, the gaming industry is flooded with advertisers, so instead of trying to jump into the crowded video game pool, we chose to own the break from gaming or AFK (away from keyboard). With gamers playing well into the late hours, this was a perfect way of connecting with the target AND increasing orders.

The "No Judgment. Just Care." campaign acknowledges human truths about personal dental habits. It recognizes the real anxieties people feel when tackling addressing their dental health and presents the Bright Side as an approachable and understanding partner—someone who has been around and seen it all. Real care for the real you.