U.S. BASED HCENTIVE INC. ONE OF THE FASTEST GROWING COMPANIES IN THE U.S. AWARDS STRATEGIC AND CREATIVE MANDATE TO CREATIVE INC.

Company Brief

New Delhi, May 25, 2015

CREATIVE INC’s Delhi office has recently acquired the retainer account for employer branding strategy and creative mandate of hCentive, Inc., based out of Reston, Virginia. It is a software development organization specializing in cloud-based products for health insurers and state health agencies. It was the first company to build a health insurance exchange solution from the ground-up post the Affordable Care Act (ACA). Last year, it was listed as the 117th in the influential 2014 Inc. 500, an annual list of the fastest growing private companies in the United States. In addition, hCentive ranked as the #7 company in Virginia and #17 in Top Health Companies.

hCentive, founded in 2009, works with the leading health insurance organizations in the U.S. The company’s co-founders are Sanjay Singh, Manoj Agarwala and Tarun Upadhyay. Over 125 employees work at the company headquarters, with the remaining employees, over 500, are based at the Indian R&D centers across two different locations in the NCR.

“When we heard from hCentive’s marketing team, we were surprised. What would an organization that is so suitably poised to draw business from the United States be looking at in terms of brand building.” One meeting with Imran Khan, Director Marketing at hCentive, and we were mesmerized. The organization’s culture was so different. Engaging, encouraging, vibrant and completely youthful, it has the very best of talent that IT industry has to offer in terms of developers, added Madhav Bhandari, one of the Account & Brand Planning resources at Creative Inc.

These significant R&D centers are the result of strong demand for the company’s products and services to meet the current and future needs of the healthcare insurance market in the U.S. The result: expansion and opportunity for the very best to be part of this huge growth story. This is where multiple agencies were met with for a brain storming and idea sharing session to build hCentive as an employer brand in India. So unique is this organization’s take

on everything, it even re-defined the way agencies were supposed to pitch their story.

An ‘employer brand’ is based on various intangible factors, including perception, image versus identity, and the ability to differentiate between them.

In a nutshell: An employer brand represents the image a company projects as a potential employer. If you have a strong employer brand, then your company is considered a distinctive place to work, with attractive career growth prospects and hCentive is precisely that, added Charu Nathan, Director Creative Strategy at the agency. We are starting the strategic mandate by not really attaching ourselves to the ‘why hCentive.’ We would get into a qualitative perception measurement on why not and that’s where the answers lie.

CREATIVE INC.’s Delhi office will be managing the account, for which the agency has deployed a key team comprising account managers, account planners, content developers and senior resources from the art department. This team is effectively managed by Bahnik Biswas, the head of operations and creative development at the agency.

Confirming the same, Manish Garg, Head of Indian Operations at hCentive, added, "We decided on CREATIVE INC as the team has great insights into employer branding – something that most agencies ignore. In the war of attracting, motivating and retaining the right talent, we really needed someone who perfected the game. I am sure their expertise in understanding the challenges of this industry coupled with strong strategic and creative capabilities will help our expansion plans in India tremendously."

The mandate comprises an innovative combination of print, outdoor, onsite, electronic, digital and experiential, but with responsive marketing at the core.

CREATIVE INC. is managed by Pramit Jagannathan, Director Brand Strategy, and Charu Nathan, Creative Strategy Director. The agency extensively works with the healthcare and technology verticals besides FMCGs, OTC products, education, healthcare and consulting. Some of their clients include LG, Oracle, NASSCOM, Amtek, AON, Berkeley HealthEDU, HealthCare at Home, British Council, Apollo Spectra and many more.

For further information, please contact:

Charu Nathan

Email: charu@creative-inc.net