Recent MVP Health Care fall brand campaigns have centered around the insurer’s promise to deliver “health insurance built around me.” This year, the weight of that message was much more specific (and more deeply felt). So as MVP rolled out new capabilities and helped members embrace new ways of accessing care in response to the COVID-19 pandemic, Media Logic worked to create a campaign that directly showcased what MVP could do for their members.
Highlighting MVP’s ability to provide access to care via telemedicine using a phone, tablet or computer, the TV creative leveraged personal stories ranging from urgent care and post-surgical rehab, to mental health support – building to the revelation that MVP was making telemedicine services free for all their members. The spots were further energized by the addition of “I’ll Be There,” an optimistic and uplifting song licensed from Canadian indie pop band (and YouTube superstars) “Walk off the Earth.”
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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
Too many FS marketing plans treat direct mail as optional. Consumers don't. That's our read on Lob's State of Direct Mail: Consumer Insights 2026, an online survey of 2,000 U.S. adults conducted in July 2026. Four findings stood out to us: (1) Economic pressure is changing how people read their mail, (2)"Personal" means something different to each generation, (3) The mailbox is still a daily habit, and (4) Trust in direct mail is growing.
