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Point to Point wins 3 Gold National Addys, 1 Silver Cementing its reputation as one of the most outstanding creative shops in the country, Point to Point brought home three gold awards at the National Addy ceremony in Washington DC on Saturday. The agency won for a campaign it created for the United Way of Greater Cleveland.
“It’s always been our philosophy that to be successful in the marketplace, you have to touch people in unexpected and emotional ways,” says creative director Mike Hudock. “United Way understands this, and allows us to do truly compelling work.”
With over 60,000 entries annually, the ADDY® Awards are the world’s largest and arguably toughest advertising competition.
Point to Point also brought home a Silver Addy at the ceremony for an intern recruitment campaign.
When all was said and done, we went home from the American Advertising Association’s Cleveland’s ADDY competition with a grand total of 19 awards—more than any other agency. Needless to say, we’re elated about the honors. And thankful for the great clients we have.
Point to Point Expands Digital Marketing Expertise to Provide Clients with New Growth Opportunities Point to Point, a full-service marketing communications firm based in Cleveland, Ohio announced Brady Cohen as its new VP of Media and Interactive.
With marketing trends strongly leaning toward engaging consumers through interactive, digital mediums such as social networking, search engine optimization and pay-per-click, Point to Point’s leadership understands that helping clients leverage these digital marketing trends offers a new avenue for business growth.
“The media landscape is constantly evolving and growing more fragmented, while digital media is eclipsing traditional media consumption,” said Point to Point’s President Mark Goren. “We created this role to help our clients find unique ways to reach their consumers by leveraging new forms of media.”
Cohen has more than 17 years of marketing experience and an extensive background in developing, implementing, and measuring numerous forms of emerging and digital media. His expertise is in creating marketing dashboards to enable data-driven approaches to media optimization. Previously he was Marketing Manager for Internet, Media and Technology with Forest City Enterprises and Senior Marketing Analyst for the Emerging Media Group at Progressive Insurance. At Progressive he pioneered new corporate capabilities including analytical evaluation and modeling of awareness-based marketing tests, new lead generation processes, advertising through video games, and mobile phone marketing. His digital marketing tests resulted in significant increased unaided brand awareness and lowered marketing costs for Progressive.
Cohen earned his B.S. in Management/Management Information Systems from Case Western Reserve University and is active in charitable work in Cleveland. Cohen will operate out of the firm’s Beachwood office.
Point to Point Healthcare Wins Contract with MDG Medical to Provide Brand, Business and Communication Strategy Point to Point Healthcare, a full-service marketing communications firm, announced today that it has won a contract to provide brand and business strategy and implement a communications program for MDG Medical. MDG is an industry-leading provider of medication administration solutions headquartered in Cleveland.
“Consumers expect hospitals to safely and effectively administer medication,” said Robin Segbers, Vice President of Point to Point Healthcare. “They read headline stories like Dennis Quaid’s infant twins accidentally receiving life-threatening doses of medication and it heightens their concern. Will their hospital staff administer the medications they are supposed to receive? Will they administer the right amounts? MDG Medical is helping hospitals worldwide answer that question with a confident and resounding ‘yes’.”
According to a July 2006 Institute of Medicine study more than 1.5 million people in hospitals and nursing homes are injured each year by medication errors. In addition the extra medical costs of treating drug-related injuries conservatively amount to $3.5 billion a year. Segbers noted that MDG has found many hospitals actually save money by investing in technology that significantly reduces error rates and their associated costs, while improving productivity.
MDG Medical medication management products and services significantly improve patient safety and promote staff efficiency and effectiveness. Their products, including the SmartCart and SmarTray that bring safety closer to the patient’s bedside, support a hospital or healthcare provider’s mission to deliver high-quality, cost-effective and safe healthcare.
“We look forward to working with Point to Point Healthcare. Their strength in brand and business strategy as well as effective communications in healthcare will help us grow our market share and solidify our safety leadership,” said MDG Medical CEO Mark Saffran.
Point to Point Announces New Healthcare Focus; Expands Operations to Virginia, Hires Healthcare and Consumer Branding Expert Robin Segbers September 3, 2008 (Cleveland, OH) – Point to Point, a full‐service marketing communications firm based in Cleveland, has announced the creation of a new operating division – Point to Point Healthcare ‐ to help healthcare organizations gain greater share of customer and market.
"Consumer‐driven healthcare is no longer a point of view, it’s a rapidly emerging reality," said Point to Point Healthcare’s President Mark Goren. "To succeed in the marketplace hospitals, healthcare providers and manufacturers of healthcare products need to align their business, brand and communication strategies around their consumers. They need to create what consumers are increasingly demanding ‐‐ compelling experiences and strong brands. Point to Point Healthcare will help healthcare providers become more consumer‐centric in order to compete more effectively."
In addition to becoming a healthcare‐focused firm, Point to Point Healthcare has hired branding and consumer‐centric business expert Robin Segbers who will serve as Vice President of Point to Point Healthcare and operate out of the firm’s new office in Virginia Beach, Virginia. Segbers has more than 25 years experience in brand strategy and development, brand communications and marketing strategy in the healthcare and consumer packaged goods industries. She has worked with notable companies such as Phillips Medical Systems, Pfaltzgraff, Sherwin Williams, Sky Bank, Goodyear, Diebold, White Westinghouse and Ross Laboratories. Prior to joining Point to Point Healthcare Segbers was a senior consultant for The Strategy Group, a healthcare consultancy based in Norfolk, Virginia. Before that she served as manager of planning services for Marcus Thomas LLC; executive vice president and director of brand building for Brokaw, Inc. and product manager for J.M. Smucker Company.
"Healthcare providers’ brand strategy and business strategies are often out of sync. The strongest brands’ business strategies support and reinforce their brand strategy. However in healthcare, marketing and operations rarely work together to deliver on their brand strategy and the result is an inconsistent experience for consumers within the health system" said Segbers. "Consumers wield rapidly growing influence and purchasing power over healthcare decisions. However the majority of Americans are frustrated with healthcare providers’ empty promises," said Segbers. "Many hospitals today are advertising their brand promise creating consumer expectations. But when consumers utilize services, their expectations are not met and the advertising and brand have lost credibility. Only consumer‐centric healthcare providers will be able to win and sustain their loyalty."
To create successful, consumer‐centric healthcare brands Point to Point Healthcare will help clients:
"Consumers' trust in institutions is eroding while their trust in other’s experiences is strong and growing," said Segbers. "We look forward to helping organizations build and deliver brands that people care about, trust and want to tell others about."
Segbers can be reached at rsegbers@buildamovement.com
Announcing the 2008 Point to Point Fall Internship Program. Are you a proactive problem-solver? Do you possess strong communication skills? Are "outgoing" and "energetic" the perfect way to describe you? Then we need to talk. Point to Point, an award winning advertising agency located in Beachwood, OH, has two exciting internship opportunities available.
Account Management Intern
Our Account Management Internship will enable you to gain a solid understanding of how an agency functions and the services it provides to clients. You’ll gain valuable experience that will foster your growth and development along an account management career path. Under the supervision of the Account Directors, you will support and participate in day-to-day responsibilities of client service and account management.
Job responsibilities:Brand Planning Intern
Our Brand Planning Internship offers you an incredible opportunity to learn the art of brand planning. You’ll gain experience in gathering and conducting research to uncover deep audience insights. And you’ll learn how these insights lead to strategies and tactics that can have dramatic results in the marketplace.
Job responsibilities:Ideal candidate is a college junior or senior majoring in Psychology, Anthropology, Sociology, Marketing, Communications, Journalism or related field. This is a long-term internship beginning in October 2008, with flexibility to accommodate student’s class schedule if necessary.
How to Apply
If you are interested in either of these paid, 30 hour per week positions, please send your resume and cover letter no later than September 19, 2008. to:
Point to Point
ATTN: Internships
23240 Chagrin Blvd., Suite 200
Cleveland, OH 44122
Or if you prefer to do everything electronically (we certainly do), send a pdf to internships@buildamovement.com.
Point to Point And Fauquier Health System Begin Partnership Point to Point, a full service advertising agency in Cleveland, Ohio, announced the addition of Fauquier Health System to its client roster.
The Warrenton, Virginia-based healthcare facility made the selection after a nationwide review.
“What set Point to Point apart from other agencies was their depth of insight into the healthcare field and their ability to convey our brand promise in a unique and compelling way.” says Christy Connolly, Vice President of Strategic Services for Fauquier. “They really demonstrated a desire to dig deeper to understand what makes our hospital unique.”
As agency of record, Point to Point will handle a wide range of duties, including strategic planning, creative and media.
“Fauquier Health System has a unique patient-centered philosophy, and they are able to deliver a truly superior patient experience,” notes Point to Point Vice President Michelle Mulchin. “We’re excited to help tell their story.”
With the addition of Fauquier Health System, Point to Point continues to expand its health and wellness expertise. Point to Point has also worked with The Sisters of Charity of St. Augustine Health System, University Hospitals, The Free Clinic, The Visiting Nurses Association and The United Way.
Point to Point adds Moen Commercial Products to Client Roster (September 28, 2007. Cleveland, Ohio.) Point to Point, a full-service advertising agency based in Cleveland, today announced it has secured a new client in the building products industry. Moen, one of the world’s largest manufacturers of plumbing supplies and the #1 faucet brand in North America has selected Point to Point as the agency of record for its commercial business unit.
“We’re thrilled to add an innovative company like Moen to our roster, as the building products market has long been part of our core focus,” said Mark Goren, president of Point to Point. “We look forward to working with Moen to develop a strong commercial brand that builds upon the Moen tradition and continues to set them apart from the competition.”
As agency-of-record for the business unit, Point to Point will handle a full range of duties, including strategic planning and creative development.
“Throughout the pitch, Point to Point showed terrific insight into the building products category and we’re eager to tap into their deep experience and knowledge,” said Tom Liebhardt, Moen director of marketing services. “Moen has long stood for innovation, superior quality and long-lasting durability, and from the start their team proved they have both the strategic and creative teams that will help move forward the Moen commercial business.”
AAMA and Point to Point receive kudos from Adweek (May 8, 2007. Cleveland, Ohio.) It’s only fair that an organization whose sole purpose is testing had its own ads put to the test. And the good news is — it passed with flying colors.
A new branding campaign for The American Architectural Manufacturers Association recently received a very favorable review from adweek.com’s Mark Dolliver.
The campaign, which aims to get consumers and professionals to specify AAMA-certified windows, focuses on the organization’s stringent and thorough testing procedures.
“We could have gotten very technical and scientific with this campaign,” notes creative director Mike Hudock, “but we thought it would be more powerful and effective to take a more consumer-friendly approach.”
Apparenly, adweek.com agreed.
Point to Point and COSE begin partnership (May 1, 2007. Cleveland, Ohio.) After a lengthy agency review, Point to Point has been named lead marketing partner for the Cleveland Council of Smaller Enterprises (COSE).
As agency-of-record for this 17,000-member organization, Point to Point will handle a full range of duties, including, strategic development, creative and media planning and buying.
“Point to Point brings a fresh energy and perspective to our marketing challenges,” notes COSE Vice President Marketing and Member Services Marianne Trimm. “Small businesses in Northeast Ohio don’t fully understand all the different ways we can help them. We need to find innovative ways to communicate the benefits of membership.”
Point to Point President Mark Goren adds, “COSE has a history of advocacy and a commitment to the success and growth of Northeast Ohio. They have a really exciting and interesting story to tell. And we feel privileged to help tell it.”
The agency has already begun work on an extensive branding initiative. Creative will follow in the coming months.
Point to Point has big showing at Cleveland Ad Show (March 5, 2007. Cleveland, Ohio.) For the fourth year in a row, Point to Point brought home a truckload of creative awards at the Cleveland Addys. At the March 2nd ceremony, the agency had 25 separate pieces recognized, accounting for an amazing 20% of the total show.
“We’re excited that so many of our clients were honored,” says Creative Director Mike Hudock. “They’re all advocates for impactful, breakthrough work, and it’s great that their vision was recognized.”
Among those awarded were La-Z-Boy Contract Furniture, Sherwin-Williams, The United Way, Simonton Windows, The American Architectural Manufacturers Association, The Domestic Violence Center, The Free Clinic, and The Gathering Place.
The agency was awarded in a variety of media, as well, including interactive, print, video, and direct mail.
The Cleveland Addys is the first step of a three-level competition, which culminates with the National Addys, June 9th in Louisville, Kentucky.
In the past, Point to Point has represented Cleveland well on the national level, bringing home 7 Gold National Addys over the past 3 years.
Advertising Age highlights Point to Point and United Way (February 26, 2007. Cleveland, Ohio.) A local United Way advertising campaign, created by Point to Point, is getting some high-profile national exposure, thanks to the folks at Advertising Age. The publication, one of the advertising industry’s most respected and trusted, is featuring the ads and posters in their February 26th issue.
The campaign, themed, “I Wish,” juxtaposes the wishes we all have with the wishes of those in need. The contrast between the two is intended to remind readers how good they really have it, and perhaps encourage them to spread a little bit of their good fortune.
Have ya noticed our new website? (January 29, 2007. Cleveland, Ohio.) When you logged on to our website today you were probably expecting to be greeted by that familiar red bouncing ball. Or the weird conglomeration of faces that you’ve come to know and (admit it) love.
What you got, instead was, well, this.
It’s our new website. And it’s just one part of our new identity system that we unveiled this past month. (You should see our biz cards and invoices, they’re equally amazing.)
“We wanted our ID to better reflect how we approach our clients’ business.” says president Mark Goren. “It’s not enough anymore to simply try to get a customer’s attention. You have to think bigger. You have to ask, ‘What can we do to make our clients’ products more pervasive? What can we do to make them an inseparable part of their audience’s lives? What can we do to create a movement?’”
Goren adds, “We didn’t want our new identity to just look good, we wanted it to embody our commitment to doing more.”
KBIS Review: The impact technology is having on our brands (June 2, 2006. Cleveland, Ohio.) Rapidly advancing technology may be making our lives easier. But it’s making our branding efforts a lot more challenging. At least that’s the opinion of P2P President Mark Goren and Creative Director Mike Hudock after scoping out all the new products at the 2006 Kitchen and Bath Show in Chicago. To read their full white paper, go here.
Mannington “Right for Ever Room” Campaign featured in Adweek (May 31, 2005. Cleveland, Ohio.) A new print and interactive campaign for Mannington carpet shows scenes filled with intentional mistakes. But adweek.com found nothing wrong with the work at all.
In fact, their resident ad critic, Mark Dolliver, praised the campaign for its ingenuity and interactivity. (Or maybe he scored 100% in his search and was feeling particularly good at the moment.) Whatever the case, he seemed to like it.
The unique three-ad series asks architects and designers to look for the things that are out-of-place, mixed up or just plain bizarre, and then invites them to find the answers at Mannington’s web site.
“Our goal was to get our audience to spend a few extra moments with the ad and then of course to view Mannington’s full collection online,” says P2P account leader, Heather Evans. “Initial indication is the campaign has created quite a buzz.”
To see the work, and play the game, go here.
To view Mr. Dolliver’s critique, go here.
Point to Point adds 4 to client roster (March 9, 2006. Cleveland, Ohio.) Point to Point Communications is pleased to announce the addition of Simonton Windows, Mannington Commercial, the American Architectural Manufacturers Association (AAMA) and Technoform to its client list.
Parkersburg, W.Va.-based Simonton Windows, which began project work with P2P in August 2005, is one of the nation’s leading window and door manufacturers. The company retained Point to Point to develop and implement branding initiatives for its StormBreaker™ Plus line of impact-resistant windows.
Mannington Commercial, headquartered in Calhoun, Ga., is a leading manufacturer of resilient and carpet floor coverings for commercial markets. Point to Point has been charged with a complete rebranding of the company to enhance awareness of its commercial carpet products among architects, designers, dealers and end users.
AAMA, located in Schaumburg, Il., is the fenestration industry’s preeminent source of performance standards, product certification and educational programs and boasts a membership of nearly 300 companies. Point to Point was retained to develop a comprehensive brand messaging strategy.
German-based Technoform specializes in the design, production and distribution of warm-edge insulating glass spacers and thermal insulating struts. Point to Point was named the agency of record for the company’s North American division, and has helped it launch and nurture a strong brand presence throughout North America for its two core products: I-Spacer™ warm-edge insulating glass spacers and I-Strut™ integrated solutions.
These additions strengthen Point to Point’s focused commitment to pursue and service companies within the building and interior design products market segment. Some of the agency’s existing clients in related industries include Sherwin-Williams and La-Z-Boy Contract Furniture.
Simonton Windows work receives national recognition (December 13, 2005. Cleveland, Ohio.) Simonton StormBreaker Plus windows can stand up to hurricane-force winds, flying debris, and it appears, the critical eye of Adweek ad critic Mark Dolliver.
A trade campaign introducing the product line recently received quite a nice review from the nationally-respected columnist on adweek.com.
The 8-ad series, which broke in November, demonstrates to builders and contractors that Simonton windows not only protect the homeowner, it protects them as well.
“There’s a lot that can go wrong on a jobsite,” notes Creative Director, Mike Hudock. “And with Simonton’s innovative products and great service, builders can better deal with – and even avoid – those challenges.”
To read Mr. Dolliver’s review, go to adweek.com or click here to see a pdf of the review.
Point to Point President featured in Kitchen & Bath Design News (October 25, 2005. Cleveland, Ohio.) “In the kitchen cabinet segment, most companies have not risen to the challenge of creatively articulating the specific benefits their cabinets offer.”
That’s the premise of a recent editorial written by Point to Point founder Mark Goren for Kitchen and Bath Design News. The article, which ran in the October issue of the magazine, goes on to offer advice to kitchen cabinet companies who want to stand out from their competitors and position themselves for greater success long term.
A pdf of the article is available here.
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