Marotta Gund Budd & Dzera
www.mgbd.com - launch site
Challenge:
Marotta Gund Budd & Dzera (MGBD), a newly formed bankruptcy management and restructuring firm, was working with financially troubled companies in a variety of industries. The nature of MGBD's specialty meant that messages about their services had to be delivered with delicacy. At the same time, the new firm had to distinguish itself from larger, more established competitors and highlight the strengths of the firm's four principals - to impose financial discipline, rebuild cash flow, and issue honest and occasionally harsh strategic counsel.
Change Reaction:
Posner Advertising developed the positioning "Clarity Over Uncertainty" to emphasize the principals' experience and steady hand with bringing creditors and companies together to work out the best possible financial outcome for all parties. The integrated campaign, which consisted of a corporate brochure, direct mail, corporate identity style guide, PowerPoint presen tation, and corporate website, helped MGBD solidify a series of high-profile assignments within months.