Emblem Health and Hill Holliday, Say What?


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.