The advertising playbook is like theatre. But health brands had to ditch the script [Video]

VML Health’s Jason Gloye is also a musical theatre major, two jobs he argues are surprisingly similar. For health brands, the marketing playbook was ripped up after the pandemic, opening up new approaches. Here are five.

Having dreamed of performing on Broadway, only to wind up on the adland side of Brooklyn, I’ve always told myself that advertising is just another form of theatre.

A pitch is really a production, a campaign is actually like directing a show, and brand loyalty – that’s a standing ovation. The metaphor works, I promise. Except in health. We’ve needed to evolve it. After years of traditional productions, we’ve finally ditched the old scripts.

Five years ago, health marketing had a predictable rhythm. Creative processes were as routine as the Brooklyn commute. Whether we were launching a brand or pushing for growth, there was a playbook for everything or a center of excellence to consult.

Today, the playbook …

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