Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Agency Uses ‘Unconventional’ Tack to Lure Dentists to Site
BOSTON–Rdental.com uses colorful, offbeat imagery and uncluttered copy to appeal to oral-health professionals in its first branding campaign from Pagano Schenck & Kay.
The Bethesda, Md.-based client, a Web site that offers continuing education and services for both consumers and dental professionals, encouraged the Boston agency to take “an unconventional approach” to the national print campaign, said Lou Shuman, the client’s executive vice president of marketing. Ads use surreal images, oddly bright lighting and a tagline that is incorporated in the photos, rather than in the copy.
The effort consists of five print ads.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in