A look at the people behind the numbers in area business.
A look at the people behind the numbers in area business:
Title: Creative director
Phil Hoch, the new creative director at Minneapolis health and medical advertising agency StoneArch, appreciates doing marketing with meaning.
That's what appealed to him about the opportunity at StoneArch, which has worked with more than 120 health care and medical device brands and helped launch close to 500 medical products since its founding in 1984.
"We're doing stuff to help save lives and inform people of ways to become more healthy or creating preventative-type messages," Hoch said. "It's not just like selling a soda or shoes, where it's all about the cool factor."
At the same time, StoneArch's work has to be based on facts and framed to reach audiences that can include doctors, who are more likely to use health portals than Twitter to engage with their peers.
Hoch oversees all creative work done at StoneArch. He had a background in the health care and medical device sectors before joining StoneArch. His work has included producing innovative interactive experiences and creating traditional forms of advertising.
He most recently was vice president/creative director at Schermer, a business-to-business marketing firm, and creative director at Modern Climate, a digital brand agency, both in Minneapolis.
Hoch has a degree in commercial art from Madison Area Technical College in Madison, Wis. An accomplished illustrator, Hoch is working on a children's book.
QHow do your skills as an illustrator influence your work at StoneArch?
AIt changes how you look at a problem, how you can sum up a problem in one frame. You think more clearly and think about everything in the scene.
QYour "B2B Is Boring" campaign for the Business Marketing Association of Minnesota took on that perception head-on. What was your goal?
AThere's a perception that there's consumer marketing and then there's [business-to-business]. So the campaign put the stereotype out there and then quickly changed it to what the reality is: B2B can be in your face too, have a little emotion and strike a little fire under people.
QWhat's different about StoneArch, given its focus on the health and medical fields?
AWe kind of live what we're talking about. We do things like have weeks where everyone takes the stairs or no one drinks soda.