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StrikeForce Teams Up With Story Worldwide
Date:7/12/2011

NEW YORK, July 12, 2011 /PRNewswire/ -- Snatching another page from the primer of consumer advertising, StrikeForce Communications has signed an agreement with Story Worldwide, a global content publisher, to produce highly informative and entertaining campaigns—specifically designed to generate talk value—for the healthcare market.

The two firms today embarked on their first project, a multi-million dollar DTC women's health campaign for one of the world's leading pharmaceutical companies.  Other collaborations are in the works.

"We chose Story because of the company's track record in producing compelling narratives about specific brands, using content that reflects the user's concerns," said Mike Rutstein, founder and president of StrikeForce, who pointed out that the storytelling approach is particularly effective for brands where a lot of decision-making is involved.  

According to Rutstein, healthcare—like luxury cars and vacations—is a considered purchase, meaning that the consumer will think hard and weigh the pros and cons before committing. "Filling a prescription is not an impulse purchase," he explained. "Most consumers want to know the benefits and risks before they make a medical decision.  Storytelling—in which brand experiences are described from the user's point of view—can be especially helpful when a brand must overcome a stigma that might be associated with a specific condition or therapy."

Adopting a narrative approach is a powerful tool, one that Story Worldwide has successfully employed with products ranging from Lexus cars to De Beers diamonds. "We are living in a post-advertising age," said Keith Blanchard, Executive Creative Director of the digital marketing agency, which often uses animation to tell entertaining and informative brand stories. "It's a crowded media landscape out there," he added. "Without content, brands find it har
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SOURCE StrikeForce Communications
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