On narrowcasting, expanding, receiving and giving back

New digs support longtime client’s expansion of services

Longtime client New England Cancer Specialists (NECS) marked a major milestone in the independent oncology practice’s history when it moved its Scarborough offices to its newly-built facility at Rock Row in Westbrook. The all-hands-on-deck final phase of moving took place over Presidents’ Day weekend February 15 through 17 and the practice started welcoming patients after a brief ribbon cutting ceremony early Tuesday morning February 18.

The Rock Row facility was designed to facilitate an expansion of services, including breast surgery and radiation oncology services, which are expected to be up and running by summer.

“The new facility allows NECS to advance its mission of delivering high-quality, patient-centered care, said Claire Cote, Chief Operating Officer at NECS. It represents more than just a new space with more and larger rooms. It represents our relentless commitment to fighting cancer with everything we have.”

Burgess helped NECS promote the move and expansion of services with television and targeted online advertising.

Burgess created this commercial during the construction phase of New England Cancer Specialists’ new building. The spot promoted their move from Scarborough to Rock Row Westbrook, their related expansion of services, and the new building’s role in enhancing the patient experience.

Burgess wins international award for marketing effectiveness

Burgess Advertising has won countless awards for creativity over the years, as evidenced by the trophy cases in the agency’s foyer. This spring, the agency gets to add a trophy for marketing effectiveness. A first-time entrant in the Summit International Awards Marketing Effectiveness competition, Burgess took home a silver award in the Healthcare/Medical Industry Marketing category on behalf of New England Cancer Specialists (NECS). Specifically, the award was granted for NECS’s High-Risk Cancer Genetics Campaign, which encouraged viewers to take advantage of the potentially life-saving benefits of the practice’s genetic testing services.

New England Cancer Specialists Marketing Director Seth Blanchard and Burgess Creative Director Charlie Clement pose with their Summit Marketing Effectiveness Award.

The campaign increased high-value website conversion pages (Self-Referral, Second Opinion, Physician Referral and Genetic Assessment) by a factor of almost 10x. Genetic Assessment requests specifically increased by 112 percent.

This animated spot was part of the campaign that won a Summit International Marketing Effectiveness Award for longtime Burgess client New England Cancer Specialists.

The agency used animation that leveraged the iconic imagery of a cancer ribbon continually shaping itself into elements that highlighted the rational, hereditary aspect of cancer risks and encouraged testing. In other ads, Burgess leveraged the powerful story of a family that underwent genetic testing and were all now cancer survivors because their test results identified cancer markers and led to vigilant monitoring and early detection.

The campaign had previously earned honors from The International Summit Awards and the International Communicator Awards for its creativity.

See the full campaign creative here.

Burgess helps antenna company narrowcast its message to National Association of Broadcasters

Trade shows can be a great place to connect with buyers in your marketplace as they can literally bring many members of your target audience together under one roof at the same time. For Dielectric, a Casco, Maine-based manufacturer of the world’s most sophisticated antennas and signal transmission solutions for the broadcast industry, the annual National Association of Broadcasters (NAB) convention in Las Vegas does exactly that. It allows them to narrowly target their industry’s biggest and most influential buyers.

To help showcase their brand story and latest innovations to this global marketplace, Dielectric once again tabbed longtime marketing partner Burgess Advertising & Marketing. Burgess provided concepts and designs for the 900 square foot booth that commanded attention and provided handy visual aids for Dielectric reps to explain the advantages of the company’s long history of industry leadership, as well as its many cutting-edge products and service initiatives.

The 2025 NAB Show drew over 55,000 registered attendees from 160 countries—network and local station representatives who purchase Dielectric products and services, as well as other manufacturers and service providers with whom Dielectric partners.

Burgess-designed booth graphics helped Dielectric showcase the company’s history, brand and innovations at the National Association of Broadcasters convention in Las Vegas.

Burgess is also currently preparing a new campaign to market the company’s precision manufacturing services to the scientific community—a secondary market that has seen Dielectric engineering and precision craftsmanship contribute components to some of the most ambitious aviation and leading-edge energy production projects.

The case for giving back.

We have been fortunate at Burgess Advertising to serve many clients over the years whose missions were to serve the public good. Many of our commercial clients have also been very civic-oriented, giving back through volunteer efforts or by donating resources to community initiatives, or both. Today more than ever, these efforts are important to helping our state live up to our motto: Maine. The Way Life Should Be.

BAM Off The Clock

For our part, we as an agency have always done our share of pro bono and we have certainly enjoyed and valued our work on behalf of non-profits and Maine government agencies.

I am also personally quite proud of the ways our employees give back to the community. Which is why with this BAM o’ Gram issue, we are beginning a series called BAM Off The Clock, which will shine a light on some of the ways our employees choose to get involved in the community. Our first BAM Off The Clock features Creative Director Charlie Clement and his work as a volunteer cuddler — yes, that’s a thing! — at Maine Medical Center’s Neonatal Intensive Care Unit. As volunteer work goes, it is certainly unique.

Volunteer Opportunities

I hope his story will inspire some of you to find your own way to volunteer in the community, if you don’t do so already — in which case, we say thank you for your service! In the meantime, if you’re looking for a place to start, our two local hospitals both have robust volunteer programs. So check out the links:

Volunteer at Northern Light Health - Mercy Hospital

Adult Volunteers at MaineHealth

Because the truth is volunteer work is often very fulfilling — the way life should be.

BAM Off The Clock

Volunteer Cuddling Enriches Creative Director’s Life

For Burgess Creative Director Charlie Clement, service and giving back are values that were inspired by his parents. He says he saw them give countless hours of their time to civic organizations and community needs as he was growing up. Today, he credits their example for getting into volunteer work in defined organizational roles, and more informally by lending a helping hand to others in need.

Burgess Creative Director Charlie Clement, in uniform with his hospital-issued Volunteer vest and ID, leaves the agency one recent evening for his shift as a volunteer cuddler in Maine Medical Center’s Neonatal Intensive Care Unit.

Volunteer Cuddler

Those who know Charlie see that the informal help is random, yet consistent, and often done with his wife Lisa. But it’s his formal role as a volunteer cuddler in Maine Medical Center’s Neonatal Intensive Care Unit (NICU) that elicits the strongest reaction when others find out about it. In fact, he says, his own reaction was so strong when he found about the existence of such a program that he inquired and applied for the position as soon as he heard about it.

“We had just visited my wife’s college roommate who had been a NICU nurse at Children’s Hospital in Boston. We were talking about the importance of touch with small children and she said how they used to really value their volunteer cuddlers. The next day, I called Maine Med and they were just rebooting their program after COVID, so my timing was good,” said Clement.

Charlie has been volunteering at the hospital one evening a week ever since and says it’s been extremely fulfilling. “Some of the babies have challenging medical conditions, some unfortunately are withdrawing from the effects of in utero exposure to harmful substances, and others were born prematurely and just need time to learn to live outside the womb,” he said.

Favorite Part of the Week

Despite the formality of this particular volunteer role, Clement said there was still an element of randomness to how it came to be. “Before that trip, I never knew volunteer cuddling was an actual thing. Now, it’s my favorite part of the week. It’s hard for me to imagine a more fulfilling volunteer gig,” he said.

In Other Exciting News

We are pleased to announced that Dustyn Bailey has been promoted to Account Manager effective immediately. Dustyn joined our team over six months ago and jumped in with both feet! He has been building up his account responsibilities to the point that he is fully off and running—organizing and managing our busy clients! We are so glad to have you on our team Dustyn!

Our Recent Work

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The Team

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