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Pivoting With Purpose

MaineHealth is the largest and most comprehensive healthcare network in Northern New England. When the pandemic hit, brand-level messaging needed to take a backseat to what became nearly two years of moment-in-time public service announcements (work that won our client AdAge CMO of the Year). So, when the coast was finally clear, we quickly pivoted to a new brand campaign that would cement their philosophy and holistic approach to care for years to come.

Health & Care In Harmony

The work broke through with its cinematic approach and fresh take on patient profiles. Consumer feedback was overwhelmingly positive as people expressed renewed confidence that MaineHealth cares about them and their individual health needs.

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“We ask WFTW to tackle really tough brand, positioning, and creative assignments, and every time WFTW delivers thorough, strategic, multi-dimensional thinking to solution development. They have a unique ability to synthesize complex information and formulate a clear path to achieve the desired outcome by using a combination of top-notch story-telling, excellent writing, and great design. The WFTW team collaborates beautifully with my internal Brand and Marketing team, so seamlessly, it feels like they are truly an extension of my team.”

AVP, Brand, Marketing, Patient Engagement, Educational Service


Words From The Woods is an Emmy-nominated full-service advertising agency headquartered in Portland, Maine.

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