BaşlıkWhatever it takes to heal a child’s heart
Kampanya Whatever it takes to heal a child's heart
Reklamcı Gift of Life International
Marka Gift of Life International

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About IPNY, Inc.

IPNY (formerly Interplanetary) is a brand positioning and messaging firm that grows your business measurably and creatively.
We do the hard stuff: business planning, brand positioning, communications planning, and launches in complex categories such as financial services, healthcare, and nonprofit. We drive bottom-line, quantifiable results. 
We create unifying and engaging brand communications and experiences based on rigorous strategic thinking, research and testing. Then we engage our channel and production experts to execute and bring those ideas to life. Once launched, we expect to be held accountable for the results, so we collect and analyze data at every possible step, enabling us to optimize programs and demonstrate proof of ROI to your C-level executives and board.
We started the firm based on a desire to help clients grow their brands more effectively in today’s rapidly changing media environment. We believe that for programs to be effective in today’s market they must be designed to blur the lines across the continuum of media options. Our partners have spent decades mastering the major forms of communications — classic brand advertising, results-oriented direct marketing, engaging digital and social media, and fully integrated multimedia campaigns — and we’ve evolved an approach that melds these unique disciplines into what smart advertising should be: persuasion leading to conversion, regardless of the media channel.

Latest News

PM360 Focus on Marketing Strategy 2024

Sonic branding is a proven way to motivate your target. But not the careless way many DTC marketers are using it. Music can work wonders. I was part of the agency that helped United Airlines adopt Rhapsody in Blue as their sonic signature. The score fit the brand perfectly. Gershwin’s glorious overture made you feel that travel is a sophisticated adventure.

Just the opposite is happening in the wave of DTC campaigns that employ musical branding. Most offensive are the Jardiance commercials. Each spot is a music and dance number where a large cast and a portly heroine sing about “the little pill with a big story to tell.” The big story is about managing your type 2 diabetes and heart disease. It’s a hokey, energetic mess of a spot whose choreography tries to distract you from the fair balance, a tactic sure to make a brand seem less trustworthy.

I’m all for having fun in advertising, but even more for style, taste, and relevance. Viewers are not the fools cynical marketers think they are. We need to communicate the benefits of our medications in ways that don’t embarrass the brand or the target.

The post PM360 Focus on Marketing Strategy 2024 first appeared on IPNY.

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