Akso Nobel has chosen Emanate as the AOR for Glidden Paint, the first for the brand. Work will highlight brand messaging — quality and color, for instance — and grow the company’s share of the DIY and home space. It was a competitive search including seven other firms. Emanate will work with Digital Influence Group, social media AOR, advertising AOR DDB, and media buying firm PHD.

Adam Ritchie Brand Direction has added two clients to its roster. LifeSpan, the Utah-based fitness manufacturer, has chosen the firm to launch new products over the course of 2012, including the treadmill desk, pictured above. And stkr.it, a company that creates QR codes for personal items. The firm will focus on different uses for the stickers and special events.

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Aetna wants to go from an “insurance carrier” to a “health solutions company,” according to its press release. How pray tell? With a new logo, of course!

The health insurance/solutions company has introduced a new logo (left) and a new “brand promise”: “With Aetna, the power of health is in your hands.”

The goal of the new branding is to recognize consumer empowerment, the company says. The new focus of the company will be on providing “quality” health plans, administering info about healthy lifestyles, financial management as it relates to health expenses, and providing insights for better business. There will be new mobile apps and resources, a new marketing campaign, and a new consumer survey, the Empowered Health Index, with results coming later this year.

Siegal + Gale helped with the logo and design.

Consumer empowerment in the healthcare area is a great thing. And, of course, the timing on this new campaign couldn’t be better.

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Fleishman-Hillard has made the National Association for Female Executives‘ (NAFE) list of “Top 50 Companies for Executive Women.” Others on the list include Aetna, Johnson & Johnson, IBM, and Wal-Mart. Among those on the list for top non-profits for executive women are the March of Dimes Foundation and the Moffitt Cancer Center.

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