HOW TO BEAT A BLOOMBERG: COMPETING AND WINNING AGAINST A BIG-SPENDING BRAND
By James Talerico, Co-President, Heartbeat
Excerpted from MM&M:
“As marketers, we can only dream of a seemingly limitless bag of loot for our own brand campaigns. But the reality is that we’re more likely to challenge a big spender than be one. And as Bloomberg’s political competitors showed, it IS possible to compete with the seemingly endless spend and come out on top.
Let’s look at the ways that the political field of “challenger brands” was able to outsmart, rather than outspend, their rival.”
Read the full article on MM&M and follow James on LinkedIn.
About Heartbeat
Heartbeat is a full-service agency for healthcare Challenger Brands. Challengers are playing a high-stakes game—they must battle behemoth market leaders, upend ingrained treatment habits, or transform a “me-too” product into “yes-please.”
The agency is known for serving up distinctive strategies and differentiating approaches, ensuring clients’ market positions are uniquely owned. Heartbeat designs their organization around a 100% integration model, housing media, strategy, med comms, creative, technology, and even point of care/population health under the same roof for the tightest, most integrated campaigns possible. They price work based on outcomes, not outputs. Their innovative model delivers not only alignment, but powerful orchestration, greater efficiency, and maximum impact for every dollar spent—all the necessary elements for Challengers to triumph.
That’s the philosophy, here’s the creds: 250+ employees between NYC & LA; 6 agency leaders with decades of tenure; a pile of awards from the likes of the Mannys, MM&M Awards, OMMAs, and Clios; an industry-leading commitment to diversity and inclusion (with a Med Ad News D&I Champion nod to match); and a President who dared to be quoted as follows, “We celebrate people who stand up and say, ‘You know what? This is dumb.'” Damn straight.
For more information about Heartbeat, please email marketing@weareheartbeat.com.
