OPTUM HEALTH CARE

This has to be a record of sorts. A pitch that I helped three different agencies win, one after the other, over a period of 8 years. Not planned. Not intended. Pure coincidence. And, in all honesty, no unused work from the bottom drawer was lazily plucked out on any of those three occasions.

Truth is, this last win was the one I loved and will remember the most. Because it was for and with dear friends and peers who I have always loved and respected. Because it came at a time when a proud agency was hurting with account losses and layoffs. So when the news of the win came, the staff was given the day off. Sweet, right?


This, the OPTUM HEALTH CARE pitch. Not easy. Lots of very good agencies pitching. The client ask itself was a bit perplexing: “Use the brand tagline HOW WELL GETS DONE from the previous agency and make sense of it.” How do we make sense of a line that didn't make much sense? How can we do health care without sounding like the usual health care? We knew how, mercifully enough.

TV













PRINT and OUTDOOR






DIGITAL and MOBILE




An interactive WALL OF HOW created in collaboration with WATSON that answered specific and in-depth questions for C-suite folks at an ‘invitation only’ event.





The PITCH-WINNING MANIFESTO VIDEO with that marvelous voice — the creative head honcho's.



And this, a bit of trivia, the same MANIFESTO VIDEO with a different voiceover. Mine. Which the head honcho wanted from the first minute he thought I should do it, till the very last minute before the pitch when he had second thoughts. Good second thoughts, says hindsight. Because the video with his voice won the pitch. And I got to keep this video, the rising voice talent that I am. Lordy.