Neighborhood Health Plan is rebranding as AllWays Health Partner, as part of a comprehensive makeover. After the company’s acquisition several years ago by Boston-based Partners HealthCare, the company has since expanded its focus from primarily lower-end Medicaid patients to attempt to become one of Massachusetts’ largest health plan providers. The messaging, developed with Mechanica, highlights the theme “You in every way” by describing different programs and benefits. One television spot explains how members can get answers through live chat. Another introduces what the company calls a first-of-its-kind customer loyalty program, with rewards like New Balance running shoes.
Audio technology company, iZotope, reached out to two amazing songwriters to show off the easy-to-use, mobile Spire Studio, which users can record, edit and mix eight audio tracks, simply by using a Spire and their phone or tablet.
The Drum, 09/17/2018
Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
The Drum, 08/23/2018
This is a heartwarming new campaign from Seniorlink, the parent company of Caregiver Homes, and their AOR, creative agency Mechanica, celebrating National Family Caregivers Month. This campaign follows the success of SeniorLink's “Thank You Caregiver Nation” campaign last year and continues the ongoing effort to support the over 50 million family caregivers around the country.
The Drum, 11/15/2017
Get over the strikes we traditionally count against people, and find new ways to measure creativity, commitment and work ethic. Libby Delana, Creative Director and Founding Partner, talks through diversity in the advertising industry and the changes that we need to make to our own systems.
|Client||Start Year||End Year|
|AllWays Health Partners||2018||Current|
|Metro Credit Union||2018||Current|
|Kodiak Boots (a division of VF Corporation)||2018||Current|
Mechanica was created to solve problems and create opportunities for restless marketers. A restlessness brought about by an exponential increase – felt by nearly every marketer – in the rate of change transforming competitive, technology, consumer and marketing landscapes. Over the years, we’ve helped wide range of clients succeed in these times. And while the individual solutions we’ve created vary greatly, three common traits are at the heart of all we do:
STRATEGICALLY DRIVEN: Everything at Mechanica begins with data and strategy. We have developed a proprietary Insight-Driven Collaboration Session (ICS) methodology that allows teams of stakeholders to efficiently review large data sets and achieve agreement around key implications. Once the key insights have been identified, a focused brand positioning is developed to drive all creative work. This positioning encompasses: target market, frame of reference, point of difference, key support pillars and brand personality.
CREATIVELY EXPANSIVE: Mechanica takes a dramatically different approach to the always challenging task of translating relevant strategies into effective creative work under always demanding timeframes and budgets. Utilizing an open-source creative development model — our “endless creative hallway” — we are freed to expansively and aggressively achieve our clients’ creative goals with no limits on the creativity, breadth or depth of our output. With a database of thousands of potential partners and the application of proprietary work processes we are able to deliver a significantly more expansive (and responsive) creative product. This unique approach was specifically designed to address the realities and needs of today’s restless marketers — whether for sheer creativity, quantity and responsiveness of output, flexibility of work process or simply being able to choose the right teams for a given task at a moment’s notice.
HUMANLY FIXATED: From internal culture, to client relationships, to creating communications, we strive to never lose sight of the fact that — at the end of the day — we are all simply human beings interacting with other human beings. Seniority, titles, demographics and a host of other labels do not supersede mutual respect, honesty and transparency. Culturally, this makes Mechanica an extremely flat and collaborative organization. It creates a tight bond with clients capable of weathering any challenge. And it reminds us daily that good, effective communication needs to engage, inform, and provide something of value. Just as any of us, as human beings, would want.
Creative Director / Founder
Creative Director / Founder
Contact Strategy Director
Director of Client Services
CEO / Founder