Harrison Media | Agency Profile, Contacts, AOR, Client Relationships
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Gen-Z, Millennial Opps: Henry Ford taps new strategy & marketing chiefs amid digital display ad spend increase (Score 75)
In July and August 2020, Henry Ford Health System (HF), which consists of six hospitals, 30+ other healthcare facilities and 2k+ physicians, respectively appointed SVP and chief strategy officer Carladenise Edwards and chief marketing, communications and experience officer Heather Geisler. Edwards previously served in the same role at Providence St. Joseph Health, and Geisler was most recently Hyatt Hotels's global brands SVP. During her tenure at Hyatt, Geisler led global marketing, positioning and growth, along with targeted, multi-channel media campaigns focused on engagement and conversion. Her leadership will likely bring HF to invest in similar campaigns.
The company offers services across an entire spectrum of care, from wellness, prevention, acute care and chronic disease management to eyecare, retail options and health plans that work with each of these aspects. As CMO, Geisler plans to initially focus on reframing these services for the future, which will probably result in continued investment in digital advertising.
Additional recent hires include senior marketing specialist Jennifer Peak (July) and news content and media relations director John Gillespie (August).
From August 2019-2020, Adbeat estimates HF allocated $96.4k toward digital display, up 14% from the $84.7k spent allocated from August 2018-2019. Most of the past year's spend went toward programmatic ads placed via Google Display Network ($21.2k), native ads placed via DataXu ($15.8k) and Taboola ($13.8k) and ads placed site direct ($11.3k). Top site destinations included yahoo.com ($25.2k), apnews.com, dailymail.co.uk, goldengrizzlies.com and accuweather.com.
Everyone needs the services HF provides, but Geisler's focus on future generations and the company's increased digital display ad spend lead us to believe it's particularly targeting Gen-Z and millennials. To reach this relatively young audience, it may also utilize OTT and/or paid social. Kantar data reports HF also utilizes OOH, print (newspapers) and local broadcast but, at least as of Q1 2020, hasn't invested in radio since 2019.
Agency & martech readers - Get in touch soon to see what work is available under the company's new leadership. Winmo states your competition will include creative AOR 2015).