What Now? Walt Now.

…for Parkside Financial Bank & Trust, Clayton, Missouri. To its credit, this industry-leading bank now uses the “path” metaphor in all its messaging, and its URL is even http://ParksidePath.com. Here are a few images from the website, demonstrating how a rich, expressive tagline can be carried out. And on.

Need a tagline with this kind of messaging power? Call me. 314-479-1966. Need a great bank? Take the Parkside Path.

Merry Christmas, happy Hanukkah, cool Kwanzaa, fab Festivus and wonderful Winter Solstice. May your wishes be granted. And humble prayers be heard.

(This humble, praying snowbush appeared in my front yard in January, 2009.)

“Best TV Campaign” in the 2011 Awards from the Missouri Association for Healthcare Marketing went to Dovetail’s series for SSM. I wrote two of the three spots in the campaign, including this one, “See the Future,” about advancements in breast cancer detection.

Creative Director: Paul Maring. Producer: Tom Barry, SSM. Director: Mike Sneeden. Production: Arbor Group.

I also wrote another spot in the award-winning campaign, “Nine New Knees.”

But, ah! It’s not really a book. It’s a 3-D mailer. And instead of book, it’s a container for an mp3 player with a book’s worth of information pre-loaded on a podcast. Imagine this in your inbox. Would your mind… be… blown?

Client: Centric Health Resources, Chesterfield, MO. Agency: Maring Weissman. Concept/copy: Me. Creative director/designer: Paul Maring. Production supervisor: Beth Marti-Maxwell. Account executive: Georgia Relich. 

I wrote the podcast script, too. Hardest damn thing I’ve written in my career. The podcast speaker was Craig Kephart, CEO. He was addressing professionals in Big Pharma, and I had to write the script as if I understood the “ultra-orphan drug market” as well as Craig, expert in the field. Just another day in life of a copywriter in the wacky world of healthcare.

[Photos by Jeane Vogel, Vogelpix.com]

There’s enough worry in the world. You need less of it. “Worry Less” is the tagline I wrote for St. Andrew’s Resources for Seniors, a St. Louis-based leader in elder care. The line goes to core, human benefit of the excellent service St. Andrew’s provides. 

St. Andrew’s embraced the “Worry Less” brand story and brought it to life in an ongoing, multi-media campaign, including brochures, wearables, website, social media, and a very nice Facebook page.

Above is one of the ads in the “Worry Less” print campaign, which uses ironic juxtaposition to make its point. Ah! May we all get around as good as Grandma when we get to be that age. Art director and designer: Chuck Hart. Photographer: David Stradal.

Writing in social media requires spontaneity, commitment to the thread, and the ability to invoke group improv. It helps to have really funny friends, which I do. Here’s a funny Facebook thread about something that really happened to me at St. Louis Bread Company. Was amazed by what people will discuss loudly in earshot, and just had to share.  It starts like this: