Emblem Health and Hill Holliday, Say What?

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GHI and HIP, two New York area health insurance companies have merged. That’s the idea of the new advertising campaign from Hill Holiday. Oh, they have a new logo too. End of story. Have a nice day. You can find this big idea in OOH, print, and maybe even radio. I can’t remember any of the script.
 
I call this “we’re here” advertising. It simply alerts the public that a company exists. If done well, it may even convey how to reach the company. “We’re here” advertising is lazy and gives marketers a bad name. It’s a blight on the GDP. All brands need an idea. Emblem Health hasn’t one. They have a typeface, though. Hill Holiday appears asleep at the wheel in NY.