Making an emotional connection with an event.

How do you distinguish your healthcare event from all the others? Same idea as effective break-through advertising. You must create an emotional connection with your target. Something I thought the Rainbow Connection did very well with its "Celebration of Dreams" event last Sunday night. If you've never heard of it, this organization makes dreams come true for very sick children. 120 in 2007, to be exact. With trips to Disney World, Sea World, the Oprah Winfrey Show, whatever the youth desires.Read more

Can the ugly truth increase sales?

Two companies have used marketing tactics recently that whipped my head around (figuratively, fortunately). Both were brutally honest. It was amazing, funny and rereshing. Remember that 1990 movie with Dustin Hoffman and Darryl Hannah called Crazy People ? He was...Read more

Is your ad agency doing branding or customering?

Brand building has become the holy grail that businesses fervently seek. And they are wise to do so, but they cannot neglect the reason they are in business... the customers. Don Schultz, Professor Emeritus of Integrated Marketing at Northwestern University says "It's not the brand that has value in the marketplace. It's the customer."Read more

One non-traditional media unit that will never TIRE.

With the influx of non-traditional media companies, publications, and awards over the last few years, it’s hard to believe that non-traditional mediums even existed before the turn of the century. But one of outdoor's best has been in the Detroit Market for over 40 years. Placed alongside one of Detroit’s major arteries, I-94, the infamous UNIROYAL tire stands 80 feet high and weighs 12 tons – the largest tire model ever built. But the tire didn’t initially just “roll” into The Motor City. It was originally built as a FRead more

Gasp! Starbucks launches first national TV campaign.

With more and more traditional and non-traditional marketing opportunities available to companies these days to build their brand, it's no wonder the death of the 30 second spot continues to be a topic of much conversation. And one example of the untruth to that discussion is coffee juggernaut Starbucks' recent launch of their first national TV campaign earlier this month.Read more

Healthcare gift card - marketing genius.

In the market for a unique Christmas gift for that hard-to-buy-for Aunt Betty? Well, Highmark (no, not Hallmark) has the answer. The PA-based insurer teamed up with Visa to introduce the first ever Healthcare Gift Card earlier this month. She...Read more

Ban white space! Make my logo bigger.

It's the day after Thanksgiving. You're beginning to recover from the tryptophan-induced napping . You may even be thinking about heading out to do some Black Friday shopping for Christmas. Good luck with that. I'm staying away from the malls...Read more

Happy Thanksgiving!

This is my Thanksgiving Day blog post! Nothing much for you to sink your teeth into, because I think you have enough to be sinking your teeth into right now. So for a change you are not getting any brilliant...Read more

Who put that ad there? Before you buy space, know what’s going in its place.

Many media departments are distant from their agency counterparts - floors away, buildings away, cities away, states away, and sometimes countries away. Which can create monetary efficiencies mainly based on centralization of processes, but if not orchestrated well could lead to severe leaks in the strategic process altogether. If a media team is not connected to the look, feel, tone of a message, the result could be a media buy with the opposite look, feel, and tone. Standard demographics just do not contain enough information to pull off the optimal campaign – tRead more

Concierge medicine - every healthcare marketer’s dream.

Half-hour appointments where your doctor actually sits down, looks into your eyes and listens to all of your problems without interruption. House calls. Same-day appointments. Nicer, uncrowded reception areas (not "waiting rooms" as waiting is a no-no). Cell phone and email access to your doc. Even travel to your locale if you become ill or injured while away.Read more

Advertising jingles, popular again?

Over the past couple of years marketers like Target, Mazda, Sprite, and others have increasingly used catchy tune to generate interest in their brand and their products. According to AdAge's Marc Altshuler, music continues to do what it has done...Read more


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Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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