Corporate Communications
 
American Express
MBA Recruitment Brochure
Challenge
Accurately depict company’s culture and career opportunities; attract appropriate candidates for management training program; project diversity.
Solution
Tell the American Express story in straightforward narrative and in the words of program participants and graduates who advanced in the company.
Result
Reported to be helpful recruitment tool.
Art Direction
Internal.
Other
None.
 
AT&T
Benefits Enrollment Campaign
Challenge
Introduce managed care and enroll certain percentage.
Solution
Present the case for managed care as a balance of quality, cost and choice.
Result
Enrolled one-third more than goal.
Art Direction
Barbara Hockfield (when she and I were on staff at ASA Communications).
Other
Preview, pre-enrollment and enrollment brochures (seven versions); website (site design by LDS); video; PowerPoint presentation. Also Disability Intranet; Employee Stock Purchase Program kit; Stock Option Exercising brochure; Executive Compensation materials.
 
Empire BlueCross BlueShield
Pocket Guide to Consumer-Driven Health Plan
Challenge
Present a complex new plan simply and clearly; encourage “consumer” frame of mind.
Solution
Describe new concept in familiar terms and easy-to-understand visuals.
Result
Testing in process.
Art Direction
David Barnett, The Barnett Group
Other
Tagline for product name.
 
Schein Pharmaceutical
Annual Report
Challenge
Write a private-company annual report that could double as a capabilities brochure.
Solution
Position Schein as an uncompromising proponent of excellence in generic pharmaceutical manufacturing, which as an industry was perceived as falling short on quality.
Result
Anecdotal reports of broadened recognition.
Art Direction
Schein Creative Services
Other
None.