ÀQue Pasa, Greenberg?

Most ad agencies claim to speak the language of business–but not many craft local campaigns in five different tongues.
Greenberg Seronick O’Leary & Partners in Boston has created ads in English, Spanish, Portuguese, Chinese and Cambodian for an insurance program launched by the Massachusetts Division of Medical Assistance. The program seeks to help small businesses defray the cost of employee health insurance.
One spot shows a young boy and his mother peering into a storefront window. The camera angle changes to reveal that they are gazing into a doctor’s office.
“We wanted to make sure we equally communicate to communities,” said Marjorie Crandell, vice president of integrated marketing at the shop.
The agency has worked on multilingual campaigns for several clients, including Spanish TV ads for Shaw’s Supermarkets.
The state medical assistance division hired insurance brokerage Employee Benefit Resources to manage the $1 million program. EBR contracted with Greenberg to create the ads and place the media. The Bay State campaign is scheduled to run through the summer.
–Lauren Wile