Greater Than One launches new identity

 

Greater Than One has repositioned itself, with a new vision. The agency now identifies itself as “the Health & Wellness Imagination Agency,” according to Kieran Walsh, president of Greater Than One.

“Our vision is to be the most imaginative agency among all health and wellness agencies; to transform what’s possible for our clients and their customers by creating the most imaginative solutions and customer experiences in health and wellness,” Walsh says.

Creating the new identity involved all of the agency’s senior employees and took 12-to-15 months to accomplish. “When you’re reinventing yourself, obviously you want to do it right, and you want to take whatever time is necessary,” he told Med Ad News. “We all feel very confident that we’ve landed in a place that we feel respects the values and the unique reasoning for the agency and we’re excited about the future.”

According to Walsh, in today’s incredibly competitive and complex business climate, an agency must have a clear, distinct and compelling point of view in order to thrive.

“Despite our success, that hadn’t always been clear with Greater Than One,” he says. “As of today, we will leave no doubts about who we are, our critical point of differentiation, and the unique value we bring to our clients.”

Walsh, who says imagination is the fabric of Greater Than One’s culture, believes this characteristic is required now more than ever to successfully navigate modern business challenges.

“At Greater Than One, we place imagination at the union of strategy, creativity and technology,” he says. “That’s where it has maximum power to generate the most creative and innovative business solutions, and to motivate and change the behavior of our clients’ current and prospective customers.”

According to Gregory Gross, Ph.D., chief creative officer, “Everyone has an imagination, and science shows that when something new is imagined, there’s a physical and permanent change in the brain itself. Engaging people’s imaginations actually changes them – that’s exciting, and that’s our goal when building a brand.”

Walsh says his vision for Greater Than One to be the most imaginative agency in health and wellness is a clarion call not just to his creative team, but to the entire organization. In his view, imagination is not the sole purview of the creative department and “is a way of life for our entire organization.”

“Imagination is half dreaming and half doing,” he says. “Across our departments and disciplines, imagination enriches our work and makes us more dynamic change-agents for one another and especially for our clients.”

This means every employee who walks through the agency’s doors, whether they work in account management or search or technology, is evaluated and rated based on their creativity, ideas, and imagination that they bring to their businesses and the agency as a whole, Walsh explains.

Pamela Pinta, head of account services in the New York office, says the agency has to be “dreamers and doers.”

“At Greater Than One, we have the talent and the chemistry to come up with transformative ideas, plus the capabilities and the processes to efficiently build what we dream,” she says. “That’s what really separates us from the pack.”

Imagination not only defines what the agency seeks from its employees, but from the clients it chooses to bring in, according to Walsh.

“We want clients that are open to possibilities, open to suggestions,” he says.

Walsh stresses that “most imaginative agency” is not simply a fancy catchphrase. According to him, it’s the agency’s North Star, and will continue to be the way of life at Greater Than One.

“Imagination is and will remain our centerpiece for building our clients’ brands and customer experiences,” he says. “When your brand is built to help people imagine new possibilities, it wields incredible influence over how they think, feel, and behave. Imagination is your brand’s most valuable asset.”