Proclaiming “there's been a paradigm shift” and that “everyone in business feels its effect,” New York-based Impiric, formerly Wunderman Cato Johnson, has launched a new multimillion dollar advertising and marketing effort designed to communicate the company's re-engineered status and presence in the industry.
Impiric's new print advertising begins this week in domestic and international trade magazines, The Wall Street Journal and several dot-com-focused magazines.
According to Jane Walsh, an Impiric senior vice president and group creative director, there were two creative teams used to create the campaign. “Ultimately, we wanted a print campaign that recast ourselves in the marketplace,” she said. “It taps into the fact that we're still doing direct marketing, but today, direct marketing [at Impiric] means something new and revitalized.”
Mark Horn, also a vice president and group creative director who worked on the campaign, said, “So much dot-com advertising today is about awareness. But clients are still wondering if they are reaching their audience in the best way. We've used a number of initiatives — including traditional direct mail — very effectively to drive people to Web sites. It's one of the messages we want to communicate.”