What’s in a name? Sometimes the underpinning of a uniquely ownable and resonant brand refresh.
Media Logic partnered with longtime client MVP Health Care to evolve the regional health insurer’s brand messaging. Using insights gleaned from consumer research, we decided to emphasize MVP’s uniquely personal, attentive customer experience. And the perfect theme emerged: “Everyone’s Our MVP.”
TV commercials were a cornerstone of the campaign, including a series of spots that showcased the diversity of MVP’s customers and the communities where they reside. By showing a broad range of customers in a variety of settings, we were able to highlight MVP’s wide range of health insurance solutions, including Medicare, Medicaid and employer plans. Our team also composed original music for the spot, and developed an ‘audio signature’ for the brand, adding another layer of ownership to the new theme line.
The brand campaign launched in early September across broadcast/cable TV, CTV/OTT, out-of-home billboards, digital online video, and paid social media. Immediately following the launch of the new brand materials, we integrated the theme across the rest of MVP’s lines of business and ongoing campaigns – contributing to a powerful, consistent, standout open enrollment effort.
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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.
