CLIENT
Bayer Healthcare
Reese Fitzpatrick, VP, Marketing Foot Care
Timothy Foy, Sr. Brand Manager
Mittal Shah, Associate Brand Manager
John Curran, Manager, Consumer Insights
AGENCY
Reese Fitzpatrick, VP, Marketing Foot Care
Timothy Foy, Sr. Brand Manager
Mittal Shah, Associate Brand Manager
John Curran, Manager, Consumer Insights
MediaCom
Jeremy Kanefsky, VP, Senior Account Director
Larry Gies, Chief Strategy Officer
Noelle Baer, Strategy Director
Sarah Lopez, Account Supervisor
Joanna Ruiz, EVP, Client Service Director
Marta Witko, Account Executive
Susan Treacy, EVP, Executive Creative Director
Sonal Narain, SVP, Global Group Strategy Director
Casey Conway, VP, Strategy Director
iCrossing
Match MG
Charles Singer, Partner, Strategy Director
SUMMARY
Dr. Scholl’s business had challenges. In an age of proactive health and wellness, the brand was perceived to be “for older people with foot problems.” To stem declines, we focused on the role that feet play in active healthy lives and reinvented the Dr. Scholl’s experience so that it was in step with a younger, busier audience. It worked: we not only stopped the declines, the brand grew for the first time since 2013.
