Through the power of emotion, we persuaded several major supermarkets to enter conversations with RNIB about adopting a barcode-like format that converts product packaging information into audio descriptions for blind and partially sighted people. To make accessibility a priority for supermarkets, we needed to ignite a public reaction of injustice. We needed to make society feel the importance of the issue. Our crucial insight was identifying that a lack of exposure to the experiences of sight loss was a key blocker to public empathy. So, our idea was to simply expose the public to the experiences of sight loss in the supermarket, and roll the cameras. This experiential stunt took the form of a pop-up “grocery shop”, featuring supermarket products - including a pack of biscuits, a smoothie and a cleaning spray - in blank and uninformative packaging. Fly-on-the-wall cameras captured public reactions to inaccessible packaging. We edited the footage to mirror the real-life everyday experiences of blind and partially sighted people, creating a powerful, authentic and emotive campaign film. The public’s emotional response to the campaign film exceeded targets, and by the end of the period, six supermarkets - and eight other corporate giants - were in conversations with RNIB about adopting the accessible format. Proving how a compelling public emotional response can directly trigger business action.

Envestnet partnered with money-obsessed Mr. Krabs of SpongeBob SquarePants to create an engaging, interactive web experience that demonstrates how Envestnet’s FinTech can help advisors make sense of ANY clients’ finances.

The Challenge: Microsoft needed to bring together Channel Ambassadors from across North America. With safety concerns looming, they were forced to do this virtually but needed to combat webinar fatigue. The Approach: Our solution? Host the event on a private island – in the metaverse. Channel Ambassadors were invited to the island. They signed up and received all instructions needed to create Avatars and join ‘the world’. Attended joined live keynote sessions, personalized breakout paths, and team building activities including scavenger hunts, charades, and even boat racing. The Result: 2X attendance rate benchmark achieved 128% of attendee stretch target achieved

The Challenge: Microsoft built state-of-the-art, cybersecurity solutions for businesses. But it was a new game for them. They needed to break into the market and get security teams more familiar with their solutions. The Approach: We created “Into the Breach”, a video game experience where security teams stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack. Their mission: Discover the breach, identify the cause, and fix it using Microsoft cybersecurity tools. The Result: 5X software purchase target achieved, driving 122% growth year-over-year 4X license usage target achieved, driving 222% growth year-over-year

As the LTA’s digital transformation partner, we’ve been using technology to open up tennis and help bring an organisation with over 100 years of history to new people and new places. We’ve helped introduce online booking systems, digital portals, training programmes and so much more. And it’s all designed to help the LTA in its mission to deliver Tennis Opened Up and make it more relevant, accessible, welcoming and enjoyable for everyone. To activate and show the impact of our partnership, our creative thinking and our digital transformation capabilities, we used Augmented Reality (AR) technology to bring Tennis Opened Up to life - sharing messages from some of the biggest names in British tennis, including Judy Murray. In Judy Murray’s case, our 3D designers created an avatar of Judy which could be activated by scanning a QR-style code on a tube of tennis balls by using a smart phone. We then animated the avatar to sync with audio messages that she recorded for us - for a diverse range of people from clients at major tennis events, in the Deloitte Academy, to school children, tennis coaches, volunteers, and our digital champions. We created over 700 AR experiences which we’re shared with our various audience groups from across the tennis landscape, and opened over 4,000 times.

ARUtility is an augmented reality utility locating solution that allows users to see where utilities are located above and below the ground surface. It is faster and more efficient than how things are done manually, thus making it safer. But when founding the company, they needed the right technology solution that would give them everything they needed in order to combine augmented reality with real-time voice, video, and messaging. Enter Agora, whose real-time voice, video, and messaging platform allowed them to tap into exactly what was required for ARUtility. Agora’s reliable, scalable, low-latency network meets all of ARUtility’s needs to power their game-changing AR-based communication and keep job sites safe.

Yahoo DSP summit is to promote our cookieless total solution. The theme "Fearless Marketing" comes from the cookieless crisis and COVID threat. This event includes 50-min DSP/cookieless speeches and a 20-min charity concert for the disadvantaged affected by COVID. We used virtual production 2.0 to create this immersive virtual event. Yahoo TV is the first to use this technology to create AR + Simulation to shoot environment and it's without any post production efforts. Everything can be revised concurrently and confirmed on site while shooting. The concept "Fearless" was interpreted by the perfect sync between the LED background and AR objects. After the summit, 94.3% of attendees agree Yahoo TV is leading in advanced AR production and 94% of them would like to increase Yahoo DSP solutions spending. “ Yahoo shows unparalleled ambition in immersive technology ” Chris Chen, the CMO from ezTravel said.

Founded in 2011, AppsFlyer helps mobile marketers make smart decisions on how to grow their apps profitably. Given the current climate, this has never been more important for marketers who are having to deal with the continued fallout from COVID and the war in Ukraine, an ongoing energy crisis, and a looming recession amongst other challenges. As such, many are under pressure to work with smaller budgets and teams, increase revenue, reach the right consumers, and prioritise quicker conversions, all while being able to measure results, justify ad spend and protect user privacy. AppsFlyer’s product suite - ranging from measurement, analytics, engagement and fraud protection technologies - helps app marketers do exactly this. With a 60% global market share, AppsFlyer is undoubtedly the measurement solution of choice for customers that include the likes of Nike, eBay, Etsy, Calm, and Deliveroo, amongst others. In this entry, we look at how AppsFlyer has helped brands understand the true ROI of marketing spend, protect budgets from fraud, and deliver high quality experiences without compromising on privacy.

Introducing Cloudfy – the premier enterprise grade B2B ecommerce software with the most comprehensive set of out-of-the-box wholesale ordering features on the market. Reduce errors, increase customer satisfaction and grow your sales by web-enabling your purchase order intake process. Your Cloudfy webstore is a turn-key SaaS solution that can be launched fast and scale quickly as your business accelerates. Simplify your ecomm IT stack with this powerful shopping cart solution where all your website design, ERP integration, launch, support, app submission, security and upgrade responsibilities are all done-for-you in a one-stop-shop, and bundled into one flat setup fee and flat monthly license. See for yourself how you can simplify, save and scale by choosing Cloudfy – the gold standard in wholesale ecommerce portals. Request your free Cloudfy demo now.

With Moloco Cloud DSP, growth marketers can unlock the value of their unique first-party data to drive growth in new users and target existing users to return to the app to make transactions or purchases. Aware that independent mobile app publishers were struggling to make money, Moloco saw an opportunity in the market to deploy its Cloud DSP to fill a much-needed industry gap: provide comprehensive machine learning (ML) technology and solutions to those needing an alternative outside the “walled gardens” of tech giants, combining the strength of unique, first-party data with the proper ML capabilities to help companies of all sizes remain competitive and independent. Today, machine learning is vital for companies to organise and understand their large amount of data without restrictions, allowing them to tap into untouched data territory. Machine learning happens to be where the company has struck innovative gold. Moloco’s ML is powered by deep learning (deep neural networks), which is a highly advanced and complex ML model that facilitates rapid and sustained ROAS for campaigns. What sets Moloco apart from other DSP providers is its scaling of first-party data through deep learning technologies that translate raw data into artificial-like languages, sustaining accelerated ROAS by training models both before a campaign launch and during. Moloco is on track to reach $200M in revenue run rate in 2022 and has been profitable for nine consecutive quarters with strong margins. Revenue growth is directly related to Moloco’s technology, exceptionally strong ML platform, and privacy-minded stance.

Pixis, the world’s only self-learning, contextual AI company, allows brands to effortlessly scale and optimize all aspects of their marketing in a cookieless world. Pixis’ AI infrastructure is fully codeless, meaning there’s no need to hire data scientists. It allows brands to unlock a goldmine of highly personalized, relevant insights from first-party data, which isn’t possible when relying solely on third-party data, and augments marketers’ decision-making to realise the full potential of this data. The Pixis infrastructure comprises three engines: Targeting, Creative, and Governance, which work together to maximize ROI by learning from historical campaigns to recommend the best course of targeting action, effortlessly generating contextual text and creative assets. The AI is trained with billions of cross-industry data points relevant to brands in every industry, allowing brands to generate higher quality leads at a lower cost. Pixis also integrates seamlessly with existing CRMs and upon integration, the AI infrastructure conducts a thorough analysis of existing setups and begins recommending tactics for scale. As the only self-learning contextual AI infrastructure in the world, Pixis is future-proof, as it can inherit new models and customize them instantly, and enables marketers to run data-driven campaigns at vast scale, saving over 300 hours of manual work a month. Pixis is AI for the future of marketing.

In today’s marketing environment, a digital presence is a must for multi-location brands. Consumers seek information to guide their purchasing decisions anywhere, anytime, and on any device. They expect location-specific results from franchises without compromising on the consistent brand experience they know and love. To meet consumer expectations, marketers have to overcome localization and scalability challenges in a constantly changing digital marketing landscape. However, it’s humanly impossible to manage thousands of digital channels across thousands of locations without a localized marketing strategy and the technology to support it at scale. SOCi solves all of these challenges and more as the marketing platform for multi-location brands and the only centralized platform built specifically for multi-location marketers.

In the face of challenges they face in terms of user engagement and retention, mobile app and website teams are looking for creative solutions to capture most of users’ limited attention and headspace. They use different channels to communicate with their users to help them get started, discover products and services, activate new features, and turn them into loyalists. But they mostly struggle with delivering these messages effectively due to the numerous distractions users come across on mobile, in addition to limits deriving from the small size and lack of space of the mobile screen. Storyly, the user engagement platform to embed Stories in mobile apps and websites, offers a unique channel that they needed to share their content in their mobile apps and websites, Storyly Stories helps mobile apps and websites in various industrial verticals from eCommerce to healthcare to engage with their users beyond the limits of the mobile screen in a much more effective fashion in comparison with conventional channels. As a result, Storyly so far has seen up to 64 percent increase in conversion uplift and up to 60 percent increase in session time in mobile apps and websites it was integrated into. Through its interactive capabilities, it also enabled the collection of user feedback, zero-party data, and actionable insights which can inform the content plans and empower overall marketing strategies from discovery to purchase, from loyalty to advocacy.

The sheer number of digital channels where customers and employees can look for information has exploded. People now search for information — and expect easy answers — on third-party search engines, websites, chatbots, intranets, voice assistants, and more. Delivering the right answers to the right people at a moment’s notice is critical for all businesses, but this content is typically managed and distributed with a handful of unique, disconnected systems. This is why Yext introduced its Support Solutions — a set of capabilities specifically designed for audiences in customer service and support. These solutions leverage Yext’s AI-infused Answers Platform to help organizations effectively manage all of their support-related content at scale. Organizations of all sizes, from local small businesses to the world’s largest enterprises, can take advantage of these solutions and leverage Yex to deliver exceptional content-driven experiences that result in lower support costs, higher satisfaction, and deeper brand loyalty. While Yext’s Support Solutions are still relatively new, Yext has experienced a tremendous amount of success over the past year. It’s clear that organizations are looking for best-in-class technology that can connect both customers and employees to the information they need — whenever and wherever it matters most.

Upstream is a leading technology company in mobile marketing in some of the most promising and rapidly growing markets in the world. It is the go-to partner for companies across industries seeking to communicate more effectively with their customers, increase digital sales and boost their revenues via mobile marketing. Upstream’s proprietary mobile marketing automation platform, Grow, combines innovations in the field of marketing automation, multi-channel digital communications, data collection and analysis, user identification, and security from online advertising fraud. These capabilities help create personalized experiences for end consumers leading to higher customer engagement and satisfaction, and better monetization. Through the platform, all the different communication channels are controlled via a single UI. Any company deploying Grow is guaranteed a high ROI, paying for actual results based on the goals set. Grow is available both as a managed service and as SaaS. Upstream currently works with more than 100 Mobile Network Operators and e-Commerce, insurance, banking, education, retail and FMCG companies, while its solutions address a potential audience of 1 billion people in more than 30 countries in Latin America, Africa, the Middle East and Southeast Asia, such as Brazil, Nigeria, South Africa and Thailand.

TCS is a $25 Bn revenue consulting and IT Services business. It aims to get to USD 50 billion by 2030. As a key strategic lever, this requires Marketing to contribute to revenue generation by driving up demand as a concerted effort with sales. With the outlined objective, TCS created a first of its kind global digital platform called, Account Engagement Dashboard to transform how sales and marketing collaborated throughout curated customer journeys. The platform enables their visibility to customer engagements generated across channels and allows them to effectively deploy resources and campaigns. The initiative links marketing activities to business outcomes driving greater accountability and results.

A lot of marketers talk about digital transformation, but few actually follow through. Kyall Mai, SVP and Chief Innovation Officer of Esquire Bank (NASDAQ: ESQ) is one of them, transforming traditional, referral-based marketing into technology-powered, hyper-personalized digital programs that drive more than 50% of law firm lending clients. In fact, when marketing generates an opportunity via multiple content engagements, it is 46x more effective than a cold sales call. And Kyall and his team accomplished this level of effectiveness in just two years’ time. Esquire Bank is a full-service commercial bank dedicated to serving the financial needs of the legal industry and small businesses nationally. As a digital-first disruptor, Esquire is unique in that it is technology driven, branchless and executes digital marketing campaigns using an industry leading martech stack, combined with content marketing to deliver hyper-personalized communications at scale. “Our loan size for law firms runs into the tens of millions. By integrating our marketing technology and our expanding library of topical, customer-centric content, we’ve armed the business with laser-guided content – and we’ve been able to consistently deliver massive results,” says Kyall. What’s more, Kyall Mai’s work has become a top case study for leveraging leveraged Salesforce Marketing Cloud to execute omni-channel, account-based marketing campaigns – putting Kyall on the stage at the prestigious 2022 Dreamforce Conference, as well as numerous Salesforce World Tour and webinar events. Kyall Mai’s truly transformative marketing at Esquire Bank is undoubtedly worthy of recognition as a marketer of the year.

The Challenge: Microsoft built state-of-the-art, cybersecurity solutions for businesses. But it was a new game for them. They needed to break into the market and get security teams more familiar with their solutions. The Approach: We created “Into the Breach”, a video game experience where security teams stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack. Their mission: Discover the breach, identify the cause, and fix it using Microsoft cybersecurity tools. The Result: 5X software purchase target achieved, driving 122% growth year-over-year 4X license usage target achieved, driving 222% growth year-over-year

Back in 2020, the global Covid-19 pandemic forced children's safety-education charity Safewise to shut its physical centres. But its founders had no idea the situation would help them open a new door – to opportunity, growth, and improved learning outcomes. Safewise was reimagined as 360 Skills for Life. 360 Skills for Life is a partnership-led social enterprise, providing scenario-based educational experiences through an immersive virtual-reality world: Skills City. Skills City offers a safe environment for children to assess and react to situational risk, learning critical skills in the process. Through six scenarios and 18 missions, all relevant to their real lives, children are empowered to consider dangers and make decisions, which then affect the flow of their digital story. There are no right or wrong answers throughout the scenarios, just varying levels of concern to be pondered. So, children discover how to assess risk independently on an individual, situational basis rather than learning set actions or behaviours – enforcing a greater understanding and better knowledge retention. In the first term following launch, we successfully onboarded 86 schools, who are now confidently using Skills City. And seeing the benefits. We're currently working to onboard a further 158 schools in Northern Ireland and Southwest England, giving them fully funded access. Conversations are also taking place in Wales and Scotland about rollout there. But the best result? Children are becoming better prepared for tomorrow, today – and having fun while they're at it.

When Harley-Davidson informed the NBA team, Milwaukee Bucks, it would not be renewing its jersey patch sponsorship, the team had to scramble to find another big brand willing to make this multiyear, multimillion-dollar investment. Instead of looking for another large local brand, the Bucks decided to leverage the global appeal of the NBA and their own star forward, Giannis Antetokounmpo. They created a list of two dozen global brand CMOs and then asked us to create a compelling way to grab their attention and persuade them to become the Buck’s sponsor. The project faced significant challenges. CMOs of global brands are incredibly busy; they get inundated daily with multiple sponsorship opportunities. Worse, strategic brand investments like this are generally budgeted for in multiyear terms. We needed to stand out among the clutter, grab their attention, and quickly explain why our small market team from a tier 3 city deserved their multi-million dollar investment.

LiuGong is one of the largest and fastest growing construction equipment manufacturers in the world. Yet only 22% of North America is supported by a LiuGong dealer. In an effort to rapidly expand their presence and take advantage of the booming U.S. construction market, LiuGong identified six strategic geographies and prospective dealers in each of those regions. We created an impactful and engaging way to get these prospects to sign up for an exclusive dealer recruitment meeting with LiuGong executives. Rather than a typical generic email invite, we got more personal, sending a giant, oversized box to each prospect, customized to show that a big opportunity was available in their specific region. Going big paid off big. In just a few months, we’ve already helped LiuGong expand their dealer footprint in North America by 41%.

Revenue acceleration specialists durhamlane were looking to engage Senior Sales Leaders within enterprise organisations, aligned to a new Ideal Customer Profile (ICP) derived from an ambitious new strategy. Because this demographic is notoriously difficult to market and sell to, we decided to run a personalised direct mail campaign to 46 key decision makers from 33 of our Chief Growth Officer’s target accounts. Organisations within industrial market segments were highlighted as particularly important targets. While performing deep research into our target list, we uncovered a core theme across our target prospects’ personal and professional interests – football! With the pandemic having postponed a number of annual sporting events globally, we decided to tie our direct mail campaign to the upcoming UEFA Euro 2020 Final taking place on 11 July 2021. We set about producing a physical mailer campaign, with durhamlane branded pizza boxes containing ‘handwritten’ notes that linked to a personalised landing page detailing relevant services and content, client brand wall, and a £30 digital ‘pizza voucher’ to be claimed on the day of the event. Costing £1638, the campaign generated 1 Net-New Customer (leading global industrial technology company, ABB) and 3021% Return on Investment.

How do you capture the attention of CFO’s in huge UK corporations and convince them to switch to a provider of IT financial management solutions that is new to the UK market? This was the challenge facing Torpedo, creating a campaign for Serviceware aimed at 10 strategic UK companies. The objective was to initiate a conversation with the CFO. Serviceware was confident it could find at least £10 million of IT related savings trapped in the business processes of each of the target companies and, if they couldn’t, they would reimburse up to £100,000 in value for their time. ‘Our risk, your reward’ was Serviceware’s promise. To ensure this unique proposition ended up in the hands of the CFO, Torpedo designed a direct mail led campaign to tell the story of ‘The CFO who was struggling to find the missing millions to help fund their digital transformation projects’. On opening the direct mail box, the recipient found a built-in video player, branded headphones, a booklet and a personalised ticket inviting them to watch the video. A modernised ‘film noir’ aesthetic created a distinctive visual impact. The animation was followed by a personally recorded video message from Serviceware’s International CEO, addressing the CFO by name and highlighting their specific business challenges. The journey continued to a personalised landing page with relevant case studies and the call to action.

The Challenge: Microsoft needed to bring together Channel Ambassadors from across North America. With safety concerns looming, they were forced to do this virtually but needed to combat webinar fatigue. The Approach: Our solution? Host the event on a private island – in the metaverse. Channel Ambassadors were invited to the island. They signed up and received all instructions needed to create Avatars and join ‘the world’. Attended joined live keynote sessions, personalized breakout paths, and team building activities including scavenger hunts, charades, and even boat racing. The Result: 2X attendance rate benchmark achieved 128% of attendee stretch target achieved

The modern workplace has drastically changed. Digital transformation, accelerated by the pandemic, changed business environments, and ushered in a new, modern workforce. Envoy offers a workplace platform that keeps employees safe and businesses compliant. With offices around the world navigating pandemic protocols and hybrid work environments, Envoy needed to position its platform as the number-one solution provider for hybrid, remote and in-office businesses. We partnered with Envoy to launch a brand awareness campaign, within a short time frame, to meet the surging demands of the modern workplace. Our goal was to boost traffic to Envoy’s website and increase qualified leads, revenue and brand awareness. To accomplish this, we launched a multi-channel campaign that targeted specific major metro market locations such as Chicago, London, San Francisco, Los Angeles and New York City. Within these markets, we narrowed our targets to technical directors, security leaders, HR professionals and workplace managers to generate qualified leads with an exposure campaign spanning six months.

For years, New York State has had an aging population and has faced a critical shortage of healthcare workers. Over the last few years, the COVID-19 pandemic has made a difficult situation even more dire. Of course, healthcare work can be physically and mentally challenging—but it can also be uniquely rewarding. It takes a special type of person to succeed in these roles. Those who have an innate desire to help others—in their DNA. For some people, care is their calling. We used a strong, multi-channel performance marketing campaign to build the Caring Gene® brand – a mix Facebook/Instagram, Snapchat, Reddit, YouTube, Google search ads, native programmatic, streaming audio and more. We blanketed New York State with a series of campaign flights beginning in January 2021.

No one thinks about their IT network infrastructure… until it goes wrong! Juniper Networks builds infrastructure that uses predictive AI to make sure networks almost never fail. With this highly advantageous edge, Juniper launched its biggest-ever marketing offensive. Juniper’s Demand More campaign used its AI differentiation and advanced, 360-degree marketing strategy to mobilize prospects at every stage of the buyer journey, generating sustained uplift in demand, opportunity, and revenue. The campaign used a bold brand-to-demand model, with TV ads, F1 sponsorship and thought leadership priming prospects for an integrated, digital demand generation pay-off. The main push involved nine multichannel media plans across three regions, using LinkedIn, Facebook, paid search, content syndication, trade publications, remarketing, and Twitter and Instagram as test channels. Always-on activity was bolstered by demand-campaigns staged around thought leadership, TV ad flights, sponsorship activity, and competitor events like Cisco Live and Aruba Atmosphere. Advanced targeting techniques, within and across channels, leveraged multiple data types, including firmographic, technographic, and intent data. This enabled truly personalized targeting, aligning channels and tactics to the most relevant content. This, in turn, drove successive form fills to maximize conversions along the buyer journey. The Demand More campaign has delivered more. Results span the funnel, including: • Demand CTRs up by 75% • Demand conversion rates up by 73% • 120% increase in MQL-to-SQO conversion • SQO value grew by 44% • AI offering pipeline growth of 51% This has driven YoY enterprise revenue growth of 38% and share price gains of 48%.

The Challenge: Microsoft wanted to win small businesses – getting them running on their cloud solution, called Azure. The problem? Microsoft is known as the tech company for 'big business’. Microsoft needed a strategy to break through to SMBs. The Approach: We launched a new program called Innovation Mavericks. We targeted high-growth companies using LinkedIn and industry partnerships, and invited these companies to apply to the program. Companies that were accepted completed an assessment. We then paired them with the funding, tools, experts, and offers to turn their bold visions into big breakthroughs. The Result: 280% of revenue target achieved

Software AG is the second-largest software vendor in Germany. But while industry analysts consistently rank them as market leaders in the connectivity category, they had virtually zero unaided brand recognition outside of EMEA. Their competitors (think Google, Microsoft, and Salesforce) were famous and loud. And to make matters worse, Software AG had already caused confusion and an inconsistent brand experience among their audience by using multiple taglines and sub-brands in-market – making brand recall all the more difficult. The challenge was to find a way to grow their brand presence in North America so they could increase consideration and be ‘invited to the dance’ more often. With an end goal of creating 70 influenced opportunities, Transmission recognised the chance to create something special. Our answer was to craft a full-funnel, integrated 1:Many Account-Based-Marketing motion that connected brand to demand – providing a seamless customer experience designed to give us multiple touchpoints and engagements across the funnel to enable greater optimisation and reporting. An inspired approach to audience-segmentation meant we could filter Software AG’s target account-list by intent and firmographic relevance. And when paired with an eye-catching creative wrapper highlighting Software AG’s ability to deliver seamless connectivity and its benefits, we could ensure our landed in the best way possible, at the best possible time. The two elements worked together to deliver some exceptional results. The campaign smashed expectations to deliver $13.9M in pipeline, 118 influenced opportunities across 90 accounts, and over 5,000 leads – emphasising that seamless really is more.

The Challenge: End of fiscal was approaching, and Microsoft had to close the gap on Surface revenue. They knew they had to address the root cause – helping sales teams understand how to best pitch the 10 different Surface devices to customers. The Approach: We invited partner sales reps to pitch Surface devices to a panel of Microsoft judges. Sales reps signed up for the challenge and got access to a customer brief. They had three weeks to prepare a three-minute pitch selling multiple Surface devices to a panel of Microsoft judges. The prize? $500 cash, or $167 per minute. The Result: 300% of the target for quarter-over-quarter channel partner revenue growth achieved.

85% of all enterprise data is unstructured (video, audio, pdfs, etc.) – and largely unusable. Research from Google states that only 2% of this unstructured data is currently being utilized. Enter Indico Data, The Unstructured Data Company™, a disruptive innovator in AI-driven intelligent document automation – and a demand generation/content marketing innovator who 10x’ed its sales opportunities through it’s the launch of its “Unstructured Is Unlimited” brand and Indico 5 product launch campaigns. Armed with its big creative platform and hyper-targeting prospects with buyer intent data from 6Sense, Indico developed content at scale to align with every persona, within every key vertical, at every stage of the buyer journey. The content and demand generation strategy were built around a grid that takes multiple factors into account, with content that fills every box on that grid, so that Indico can help move prospective customers toward a successful sales conversation. As a result, Indico Data has generated a 10x increase in sales opportunities per quarter, resulting in exponentially increased ARR; massive growth in net revenue retention; a host of new marquee customers, including one of the largest banks in the U.S., a leading provider of industrial controls and a major financial technology provider; and prestigious industry and analyst acclaim.

Advertisers are in a perpetual battle for attention. With engagement levels far greater than any other medium, (+24% over TV and +27% over social), the Spotify platform should be a priority for savvy advertisers. Unfortunately, under 2% of marketing spend goes to digital audio, and b2b target of advertising decision-makers considered Spotify after lower attention channels, if they considered it at all. Our brief was simple: get advertisers to understand that on Spotify, they reach an audience that’s fully immersed. So, we brought the Spotify experience to life by capturing the immersive, engaged flow state Spotify listeners live in. We showed our target how Spotify was an oasis of attention and engagement – a protective auditory bubble – in the midst of a world of chaos and distraction. The content drove immediate and unprecedented results far beyond campaign objectives: 1.4 billion media impressions, 10K marketing leaders engaged (double the goal), 14.6% VCR, and 185k new users. And even more importantly, “Bubbles” elevated the Spotify Advertising business itself with 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

A series of video, radio, display and social adverts starring children; a charming yet comedic marketing concept for a conservative financial firm; and the biggest-budget campaign the marketing team had ever launched, produced in a pandemic. What could go wrong? Surprisingly little, thankfully, for payments provider Elavon and their agency Rooster Punk. Elavon had recently aquired Sage Pay, the payments provider specializing in the UK SME market. With the well-known Sage Pay brand being retired, Elavon needed to urgently increase its own brand recognition in the market. A value proposition around supporting small businesses through change was brought to life in adverts which represented the growth of the business through its owner transforming from child to adult. The adverts are funny, standout and conveyed Elavon’s empathetic approach through tone of voice. The strategy paid off. The campaign struck a chord among its target audience of small business owners looking to grow, generating 89% uplift in brand recognition, and a 224% increase in opportunities compared to the previous year. The success of the programme has prompted Elavon to adopt a similarly disruptive approach to marketing in the Enterprise sector, with a campaign due to launch later this year.

Amdocs, one of the early pioneers of Israeli high-tech, has always had a strong reputation as a leading technology company. However, with the fast-growing tech industry in Israel, Amdocs started to lose its positioning and began being perceived as an outdated company. Amdocs identified that it's positioning as a company that "always delivers" didn’t sufficiently reflect the remarkable work the company does. The objective: Transform Amdocs' perception and reposition them as a youthful, and cutting-edge technology brand. The strategy: From a company that "Always Delivers" to a company that is "Making it amazing” The strategy was to transform Amdocs from a behind-the-scenes brand that quietly serves corporations, to a front-line brand that visibly touches millions of users. The creative idea was to write a catchy song that will deliver a great experience and by itself will convey the new brand idea. We collaborated with Noga Erez and the top personalities in the Israeli music industry to create a music video that captures the vision of the “Make It Amazing” strategy. For the Campaign launch, we wanted to create a truly amazing experience, so for the first time in Israeli TV history, we launched the entire music video on TV during prime time; 2:16 minutes of pure fun in the middle of the commercial break. Results: Best EB in “Israel Brand Award 2022” First place in YouTube commercial rating with over 16 Million views + 30% in conversation around the brand on social media The campaign made it Cannes Lions shortlist

Three words shaped the world of work last year: The Great Resignation. It was a phrase coined to describe the staggering wave of people quitting their jobs due to the coronavirus pandemic. The Great Resignation had inspired other terms to characterize the work revolution we witnessed, “The Great Re-imagination,” “The Great Reset” and “The Great Realization.” But for small- to medium-sized businesses (SMBs), the more accurate term would have been “The Great SMB Crisis”, as staffing became one of the most pressing challenges facing SMBs, particularly among restaurants, hospitality, retail and professional service firms. Distressed. Overwhelmed. Exhausted. These feelings can create problems for any organization, but they can cause a catastrophe for SMBs that feel isolated. It was within this context that we created a TV campaign (it also included radio), grounded in a simple, memorable phrase: “I Need Indeed”. "I Need Indeed" which would go on to be the most successful advertising campaign Indeed had ever created for small- to medium-sized businesses. It not only cemented Indeed’s brand leadership by driving mid-funnel metrics - growing unaided consideration and brand of choice to historic highs - but it also successfully grew lower-funnel revenue objectives as measured by new spending advertisers, exceeded even our most aggressive stretch goals. The “I Need Indeed” campaign helped SMBs understand exactly how Indeed can help them right at the exact moment they needed help the most.

Acora, an unknown IT services provider, embarked on a mission to reimagine its category and create a new normal for the industry. For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for its customer. For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put its name on the map, creating an industry first, category defining service that changed business culture and moved with the times. We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services. The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Acora’s share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just four months.

Procell faced a huge challenge: how to disrupt autopilot corporate buying behaviour when they didn’t matter to the audience. Competing with a wall of discount advertising, we created anew way to position savings: moving the frame of reference from buying to replacing, by revealing a hidden cost buyers never realised they paid. Our strategy was brought to life as a hapless humorous Battery Changer character to help our audience see their mistake and choose Procell. In 4 weeks, our work hit 52% AVOC rate in programmatic, beating the industry average 25%, driving 58,090 clicks into 482 leads and counting.

A first for Sitecore, Sitecore Santa merged comedy with tech in a video series launched during the busiest time of year: Christmas. The content, which was executed in three weeks, introduced the C-Ho-Ho, Santa, and his helpers, by giving viewers a workshop tour. While Santa is the jargon-speaking ‘face of the business’, Santa’s helpers work behind the scenes, to create ultimate customer experiences – just like Sitecore. Supported with paid activity, the campaign generated 1m+ impressions from a niche marketing audience; 126k more video views vs forecast; 44% higher view rate vs forecast; and 553k+ total video views.

How to make IONOS famous in a commodity category with no brand equity except an odd name? Competitors were strong customer-centric brands. They heroed customer stories, demonstrated customer understanding and positioned as a partner. All eminently sensible stuff… …except customers aren’t looking for ‘partnership’ and ‘understanding’. Owners of micro businesses ‘do’ the website on top of their day job. In their hour of need, they aren’t looking for a relationship, just someone to sort it fast so they can get back to work. IONOS are German. For UK audiences that means ‘efficiency’ + ‘technical excellence’ + a Teutonic ‘matter of fact’ manner. And thus Aunt Helga was born: the German tech whiz who sorts out your web problems. In a category of ‘understanding partners’, she’s an ‘efficient fixer’. Where others want to be your friend, she’s ‘tough love’ and all business. In world of youthful tech bros, she’s a diminutive, older women. With a catch phrase ‘I own this’ she even made sense of the name while landing the brand ethos. It’s ‘positively bonkers’, it had to work. In under a year Aunt Helga transformed IONOS. Prompted Awareness increased 9% to 19% (Mar‘21-Mar‘22) smashing the 10.8% objective. Market Share of online sales increased 3.8 percentage points (May'21-Apr'22). As a brand halo, average monthly new customers from online marketing increased +136.8% [Aug‘21-Aug‘22]. The previously backwater UK market is now seen as marketing innovator within IONOS who are looking for opportunities to take Aunt Helga into Europe.

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kick start conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

The Challenge: Microsoft built state-of-the-art, cybersecurity solutions for businesses. But it was a new game for them. They needed to break into the market and get security teams more familiar with their solutions. The Approach: We created “Into the Breach”, a video game experience where security teams stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack. Their mission: Discover the breach, identify the cause, and fix it using Microsoft cybersecurity tools. The Result: 5X software purchase target achieved, driving 122% growth year-over-year 4X license usage target achieved, driving 222% growth year-over-year

The Lightbulb List is a simple yet powerful example of how B2B organisations can use digital techniques and media to stand out in a sea of corporate sameness. With the world’s biggest brands fighting for attention at COP26, we decided to tackle climate fatigue by focusing on the bigger picture instead of pushing our own agenda. We used the power of our network to ask some of the most influential people in the climate arena for their recommended reads. Through a diverse collection of books, ranging from autobiographies to comic books, we set out to inspire and educate people to take action for our planet. We adopted a digital-first strategy that easily enabled commenting and sharing. The Lightbulb List came to life through an engaging mobile-first website. A social advocacy strategy resulted in some of the world’s leading voices amplifying Deloitte’s brand and underlining our climate credentials to entirely new audiences. And by partnering with the Book Fairies and sending copies of the recommended books to our partner schools it created a platform for Deloitte to show up in interesting, unexpected and differentiated ways, blending the digital and physical worlds. The Lightbulb List helped Deloitte to become a catalyst for climate action – using the power and influence of our brand to do good, give value and inspire people from the boardroom to the classroom.

Envestnet partnered with money-obsessed Mr. Krabs of SpongeBob SquarePants to create a digital campaign centered around an interactive web experience that demonstrates how Envestnet’s FinTech can help advisors make sense of ANY clients’ finances.

A first for Sitecore, Sitecore Santa merged comedy with tech in a video series launched during the busiest time of year: Christmas. The content, which was executed in three weeks, introduced the C-Ho-Ho, Santa, and his helpers, by giving viewers a workshop tour. While Santa is the jargon-speaking ‘face of the business’, Santa’s helpers work behind the scenes, to create ultimate customer experiences – just like Sitecore. Supported with paid activity, the campaign generated 1m+ impressions from a niche marketing audience; 126k more video views vs forecast; 44% higher view rate vs forecast; and 553k+ total video views.

For an organization like TCS – with both an enviable reach and legacy – global accolades and awards are par for the course. However, its homegrown event, TCS CodeVita, won the Guinness World Records™ and LIMCA book of World Records title for the world’s largest computer programming competition, with 136,054 students participating from across 34 countries. The objective of the contest was to identify talent by bringing all the coding enthusiasts under one roof and provide the student community an opportunity to earn peer recognition. For achieving this goal, we came up with an innovative digital campaign, by creating a three-pronged approach (based on Interest, Intent, and Skills) to get the maximum SOV on digital channels. Campaign aimed to drive participation among young tech enthusiasts, along with enhancing viewership and strengthen TCS’ brand eminence. Building on a narrative of untold, silent history was a tall task, but our team’s visions were grander. Here is all that we did to make the campaign succeed: • Algorithmic research & intelligence • Demystified key Persona • Messaging that strengthened positioning • Test & learn to check resonance • Engaging content strategy • Amplify & conquer through multi-channel approach And the results spoke for themselves: • 100K+ participation across multiple geographies • 300K+ global registrations • Spread TCS’ share-of-voice across 80 countries • 9 global regions, through several social media channels • Garnered 60M+ digital impressions and engagement across channels • Generated over 20,000+ viewers during the live stream of the Grand Finale

Third-party cookies are going to vanish. Brand marketers will be unable to target audiences, place personalized ads, or track and evaluate results. How can we arouse the crisis awareness of marketers while facing these impending marketing disruptions? To awaken the marketers' sense of crisis of Cookieless with the "marketing 4 demons": 1. INVISIBLE DIVA, disappearing the consumer invisibly 2. FACELESS MAN, blurring consumer profiles 3. CRAZY HACKER, exposing consumers' personal information 4. GIANT BLOCKER, restricting O2O ads connection Launch Taiwan's first immersive experience 2.0 online event and integrate the virtual production with "The Last Cookie" Web AR Be fearless of the Cookieless chaos alongside marketers.

Can you have your cake and eat it? During the two years when Covid dominated and the world was going ecommerce stir crazy, The SME Partners partnership with a 100-year-old B2B Family Bakery to relaunch its brand and product proposition on a limited budget, proved that you really can have your cake – with an extra cherry on top. In fact, from an overall budget of just £48,200 it’s led to a sales pipeline of £18.5 million (a 250% uplift on the preceding year) and a £3 million contract with new customer Pret to launch a new retail range into Tesco. Our story didn’t start on the B2B side. It started right in the heat of Covid to pivot this 100-year-old bakery brand into B2C marketplace. Job done and with the out of food sector gradually returning to pre-covid levels our focus turned to B2B growth. The existing brand architecture under the brand name Fulfil was convoluted and lacked a range in format necessary for the food to go sector. After a period of market research, we identified a number of new product formats to launch and targeted the frozen baked goods market as a key growth area. Relaunching the outdated Fulfil brand and replacing an outdated website followed. Within 4 months, the brand was relaunched with a new website and marketing collateral under the new brand name Queensland Bakery, a homage to the families 100-year-old history from their first bakery store name in Southampton.

Stevia is 300 times sweeter than sugar. It’s much lighter (meaning less CO2 in production) and has close to zero calories. PureCircle by Ingredion is the leading producer of stevia ingredients for the global food industry. In 2020, multiple stevia companies engaged in green washing sustainability metrics, including a lack of transparency around ethical sourcing. This gave stevia a bad name among food brands. PureCircle’s vertically integrated supply chain enables it to provide full transparency from seed to table. Innovations with cultivation and manufacturing technologies allow PureCircle to make each leaf work harder and move closer to a zero-waste proposition. They also contract directly with farmers around the world, providing the tools, education, and resources for them to successfully grow stevia and invest in their communities. PureCircle had an opportunity to bring authenticity to the stevia sustainable sourcing story. The Sustainably Sweeter World campaign targeted R&D specialists, food technicians, and procurement specialists at U.S. food brands. From a directly targeted market of 1,000 (emailed) and an estimated total addressable market of 20,000 (banner ad, search, and organic social media interactions), the results were 268 marketing qualified leads (target 100). And since campaign launch in August 2021, the landing page has received more than 3,000 unique visitors – over 1,000 of which came from paid search advertising targeting negative stevia searches. The total cost of the campaign was under £30,000. In terms of marketing ROI, A Sustainably Sweeter World is PureCircle’s most effective campaign to date.

Roland DG, a Japan-based global manufacturer of large-format inkjet printers, tasked Fight or Flight with promoting its latest garment printer – the Texart XT-640S-F – across five European markets for just £10k. We appointed fashion designer Fabia Goff to create Europe’s first Dress Release - a press release ornately printed onto a beautiful dress. The campaign delivered: • 60+ articles across target markets, including a feature in PRWeek’s “Campaign of the Week” • 10,998 organic impressions on LinkedIn, 1,255 engagements and an engagement rate of 11.4% (against a 2% industry average) with no paid budget • The all-time best performing post on Roland DG’s channels

The Veterinarian Hope Foundation steps up big for a community in crisis. Here’s a startling fact: veterinarians are almost three times more likely to die from suicide than the general population. The Veterinary Hope Foundation was founded to address that, both by raising awareness and facilitating support groups. One thing we realized early on is that veterinarians simply don’t feel heard. They’re emotionally invested in caring for (and often having to euthanize) these animals and yet are left feeling somewhat invisible. Clearly that needed to change. So, we wondered, how could we spread some much-deserved love while also letting vets know that a real support network exists? We started by soliciting dozens of short thank-you videos from pet owners. We then connected each video to a unique QR code and placed literally hundreds of those QR codes around VMX, the single largest gathering of veterinarians in the world. Each time an event goer opened a QR code, they were presented with yet another video offering appreciation and thanks. They were then directed to learn more about what the foundation offers. Clearly this struck a chord because the response was overwhelming, both in terms of sheer numbers of videos watched and emotions shared.   

Coming out of the 2020 lockdown, we knew that New York State residents were itching to travel, and ready to venture out of their neighborhoods to visit places they love. And knew the regional business community was ready to welcome them back. Tapping into the emerging trend toward “domestic tourism”—traveling for leisure within a tightly defined ecosystem—we knew people would have less desire to travel long distances. They want to return to their favorite experiences in a safe way to places they trust. Roam The Empire aligned the state’s tourism destinations, attractions, museums, and other travel partners to encourage New York State residents to explore the wonders within the state’s borders and travel safely in 2021 while navigating the realities of the pandemic.

Albert Einstein said, “The greatest scientists are always artists as well” – a hypothesis proven by Thermo Fisher Scientific’s “The Art of Cells” campaign. The mission was to put scientists and their love for cells at the center of our campaign – featuring experience-driven content that would be social and viscerally emotional at the core. Half a dozen cell scientists were paired with world-class artists who, through their own personal medium, translated the science into an artistic expression. The Art of Cells combined science and art in a way that had never been done before, and the impact took us all by surprise. As each piece of art was revealed to the scientists, we witnessed laughs…gasps…joy…and even tears of pride and recognition.

Coveris is a leading European packaging company that manufactures flexible and sustainable solutions for brands across the world. The company creates packaging for a wide range of products, from food to pet food, medical devices to industrial and agricultural goods. It currently has 29 production sites across the UK, Europe and the Middle East. Many of its sites are based in and around Lincolnshire, and most of the workforce in this region is centred around Boston, Spalding and Gainsborough. Despite Coveris’ success, the company felt that it there was little awareness or understanding of the brand at a local level. It therefore wanted to enhance its presence as both a manufacturer and employer, as well as strengthen its brand identity, particularly in St Neots and Wisbech. Both these sites were struggling with recruitment and retention of staff in the wake of Covid-19 restrictions and the effect of Brexit on overseas workers. Coveris approached Shooting Star to help the company to develop a consistent regional focus by: - promoting the company as a good employer with good company benefits to drive recruitment and staff retention, with a particular focus on areas such as diversity and inclusion. - raising the profile of the company: who it is, what it does, where it’s based, its products etc. Shooting Star mapped out a strategic plan to achieve these objectives over five months which yielded significant results.

On February 13, 2022, Mailchimp made its first-ever appearance during the annual Big Game with its ad campaign #BigGameSmallAds during Super Bowl LVI. This campaign posed the question, Why should the Super Bowl advertisers have all the fun?”, by highlighting some of Mailchimp’s small business customers with small ads posted on social media in response to the big ads playing. The #BigGameSmallAds campaign consisted of live tweets from the Mailchimp official Twitter account featuring SMB customers in creative and visual “commercial interruptions” that offered up a small business alternative to many of the big brand commercials during the Big Game. Mailchimp chose small business customers who were closely aligned to the advertisers they knew were going to appear during the Big Game. The goal was to highlight the fact that for every huge brand that advertises during the Super Bowl, there is a small business that can do the same thing, and they merit attention as well. For example, Cheerwine, a 100-year-old, family-run cola company is a Mailchimp customer featured in the campaign as a small alternative to the huge beverage brands who usually advertise during the game. These small businesses embody Mailchimp’s shared spirit of entrepreneurship, creativity, and determination, and deserve to share the spotlight that shines brightly each year around the Big Game.

Late in 2021 Dell Technologies approached OST with a challenge: how to raise awareness of their B2B product suite (excluding laptops) to an audience of busy IT decision-makers across Europe? Known as a pioneer in laptops, many of Dell’s products, such as monitors, keyboards and headsets, are also market-leading, but less well known. With the shift to hybrid working, Dell saw an opportunity to position these products as an integral part of the hybrid workspace. As with many B2B tech brands, Dell Technologies’ marketing is heavily focused on digital advertising and trade shows. In light of the shift to home-working and surge of activity on LinkedIn, Dell’s EMEA Marketing Manager, Larissa Athey, saw an opportunity to do something innovative through social media. Over two months OST worked with Dell’s EMEA team to devise a LinkedIn-based campaign to significantly boost awareness of key products across Europe. The result was #DellTogether - an integrated, multi-language, LinkedIn Live influencer marketing campaign, which ran from January to June 2022 in the UK/Ireland, Netherlands, Germany, France, Spain and Italy. The campaign was a wild success, reaching millions, attracting 15,000 LinkedIn engagements from IT decision-makers, and directly driving an increase in sales enquiries.

Our Brief: • To promote Bosch Professional’s new robust measuring tool range, designed to make tradespeople more efficient onsite and avoid time-costly tool breakdowns. Challenges: • High technology measuring tools are expensive for tradespeople • Tradespeople can be skeptical of technology in tools, thinking it serves little purpose #ReadyforAnything Social Influencer Campaign comprised: • Bringing together four influencers from different trades (plumber, electrician, tiler and carpenter) to compete in a series of challenges, testing the robustness of the tools, and demonstrating their features. • Bringing to the fore the typical onsite rivalry between the trades (knowing the social media audience will support their own trade influencer and encourage the competition). • Authenticity from four influencers (tradie banter/humour) which the audience could relate to. • Teaser competition posts for audience to guess which influencer would win - to enter prize draw – for post engagement. • Full length challenge videos revealing influencer winners. Achieved outstanding results: • 23.97% AVE Engagement rate - exceeding target by 11% • £0.04 AVE cost per video view • £0.005 AVE cpm • 14% increase in landing page visits • 6% increase in durability range tool sales since the start of the campaign This campaign was a perfect example of: • Understanding the audience and developing social content designed for engagement • Creating peer-to-peer authentic content with social media influencers

Emerging from the pandemic, the can’t miss event for beauty professionals is back live – and so are attendees thanks to a rapid-impact integrated digital and social influencer campaign from Questex and agency Park & Battery. The pandemic closed the salon doors on IBS New York in 2020 and 2021, and amid continued Covid concern due to the delta and omicron variants, the returning 2022 IBS New York event was seeing registrations significantly lagging with only one month to go before the conference. Questex charged agency Park & Battery to rapidly create buzz and momentum, spike registrations and drive attendance. Park & Battery spun up an omni-channel strategy to engage the beauty professional communality with impact and to create a powerful sense of FOMO. At the core of the initiative was a targeted influencer campaign across Instagram and TikTok with some of the most followed and engaged beauty and wellness professionals in the industry. With limited time and budget, the campaign launched with just weeks left before the show – and a yielded stunningly beautiful return to the industry’s biggest event with tens of thousands of attendees, thanks to nearly 9 million social media impressions and record engagement, in addition to millions of digital and streaming impressions. Importantly, the campaign was so successful that it become the playbook for successful events going forward. Now that’s a thing of real beauty.

For years, New York State has had an aging population and has faced a critical shortage of healthcare workers. Over the last few years, the COVID-19 pandemic has made a difficult situation even more dire. Of course, healthcare work can be physically and mentally challenging—but it can also be uniquely rewarding. It takes a special type of person to succeed in these roles. Those who have an innate desire to help others—in their DNA. For some people, care is their calling. We used a strong, multi-channel performance marketing campaign to build the Caring Gene® brand – a mix Facebook/Instagram, Snapchat, Reddit, YouTube, Google search ads, native programmatic, streaming audio and more. We blanketed New York State with a series of campaign flights beginning in January 2021.

The new Profit Hunter campaign was designed as a showstopper creative idea for Embraer to generate brand fame internationally as awareness of Embraer was low outside of the Americas. Today the campaign is the most talked about campaign in the aviation industry and it continues to excite and engage its global audiences, outperforming the might and spending power of giants like Boeing and Airbus. The new ‘Tech-Shark’ campaign started life as an animation and then became the actual livery of the Embraer Profit Hunter aircraft designed for the first live air show event held in Singapore in February 22. The campaign was activated across all channels-paid, owned and earned. Top of funnel activities included paid digital, trade press, DooH, social, PR, webinars, experiential activities, video, website, and using the aircraft itself as a flying poster site. Middle of funnel activities included, webinars, website, whitepapers, customer presentations, experiential events. Bottom of funnel – a customer demo tour of Asia Pacific as well as a customer event at the Singapore Airshow The campaign outperformed across all KPIs – reach, engagement and brand sentiment making Embraer the world’s most loved aircraft manufacturer – as well as gaining a $10bn order book too!

Over the past two years, TikTok For Business (TT4B) launched new handles on every major platform, with the goal of establishing an industry leading social presence across the web. To that point, we also expanded our social conversations to include a diverse array of topics such as product announcements, SMB success testimonials, heritage months, how-to's and live event coverage. Our feeds became home pages for business owners, creative agency partners and more looking to expand their knowledge of the platform—and have fun doing it. In doing so, TikTok For Business also reached a huge milestone: gaining over 1 million followers!

Aardman are known all over the world for their wealth of heart-warming and award-winning animated films and TV shows, including Wallace & Gromit, Shaun the Sheep and Chicken Run. But they also offer a range of commercial services including character licensing, live attraction partnerships and distribution deals. In 2021, true began working with Aardman on their digital estate, most notably re-designing and building Aardman.com. In a year where they were set to launch their updated brand, announce a new Chicken Run movie as well as fan-favourites Wallace and Gromit’s latest outing, it was imperative to set them up for success with a new website that would reflect who there were. We worked closely with Aardman to create a site that showcased their beloved ‘wonk’ style whilst still focussing on delivering an improved user experience to increase engagement with the site content, make it easier to navigate and help B2B customers find the information they need about key business services. The big challenge was balancing the style their known for whilst creating a seamless user experience with a strong B2B focus. The Aardman website is a digital platform that will allow them to scale across multiple websites, showcase their essential business services and retain the ‘wonk’ they’re known for. It has received glowing feedback, garnered excellent results and won a number of awards for its UI, UX and design. Most importantly the team at Aardman are thrilled with the results and we're hard at work on future digital projects.

Sinch provides a leading cloud communications platform, which enables businesses to reach everyone on the planet, in seconds or less, through mobile messaging, email, voice and video. Combining a sophisticated product portfolio, an evolving brand, and a growing business through organic and M&A strategies, Sinch needed to develop a new website to help support and manage this growing communications powerhouse. The new Sinch.com site, launched in September 2021 after around 7 months of research, analysis and development, was built with many key goals to be met, here we will explore just two. First, allowing for regional team to own and publish their own local content. And second, to use Sinch products to provide some of the functionality on the site, to show how products worked in a live website scenario – together these elements, amongst others, have given the site a 44% uplift in traffic.

Human beings are more technologically connected than ever before--but feel more emotionally disconnected than ever. And our recent isolation only increased this tension. It’s the lack of meaningful, human interactions combined with a bombardment of digital content that’s left us desensitized. Brands are no different. In a now virtual-first work environment--where clients are hyper-focused on data and analytics--creating meaningful, empathetic connections with their customers becomes even harder. Mower’s re-introduction of ‘Making Fierce Friends®’ powered by the proprietary ‘Brand as Friend®’ strategic process is building authentic, enduring human connections as well as business.

Envestnet partnered with money-obsessed Mr. Krabs of SpongeBob SquarePants to create an engaging, interactive web experience that demonstrates how Envestnet’s FinTech can help advisors make sense of ANY clients’ finances.

TSP were seen as a property management and real estate agency but required a rebrand to reflect their transition into being an investment business. The brief was to present TSP as an established investment business, with a streak of cool! Their look and feel needed to feel mature, curated, and reflect their building design ethos. The website & Social Media needed to help them attract further investor clients, recruit brilliant people and signal to agents to bring them deals. Their new primary audience are investors (family offices, private equity funds, high net worth individuals) who wish to co invest with them or give them assets to manage. They must feel a sense of trust and alignment with the TSP philosophy. They must see their scale and experience, and they must be attracted to their modern vibe – design, technology, outlook. Based on all of the above work and the final outcome, TSPs expectations were exceeded and there are plenty more exciting projects on the way from our great partnership. “Present Works listened, analysed, integrated with us and produced and amazing package. We’re delighted with the result, and the process was fun, satisfying and engaging” Zac Goodman - CEO @ TSP

Trivium Packaging may be a new name in the sustainable packaging world, but it brings together great heritage through the merger of established businesses. In order to position the brand as a leader in their market, a new and engaging web presence was required. And to enable Trivium to adapt as it moves forward it needed to be scalable too. The website is aimed primarily at a B2B audience: product and brand managers who looking for innovative packaging solutions, as well as media and investors. Sustainability lies at the heart of the brand. Metal packaging is what they do, because it is far more sustainable – infinitely recyclable in fact – than either plastic or glass. Therefore, a big part of our challenge was to help educate potential customers. Making content rich and accessible was key: we developed a Sustainability section, a ‘Why Metal’ education area, as well as a News & Insights section that also included case studies and press releases. Engaging content using mixed media, such as video and infographics, helps to bring articles to life. Other key features of the website include: A Products section showing packaging buyers not just detailed product information, but also all about the markets the business operates in. • An Investor section with links through to Careers information. • Umbraco CMS so the team can now update every part of the website – a first for the business. • Increasing visitor numbers and sessions was a key requirement, so the site

At Acquia, our vision is for doers and dreamers to craft the digital world on their terms. And today doers and dreamers have a new look! 60% of tech buyers are now millennials. A generation that demands transparency, a relatable brand message, and a modern look-and-feel. With that in mind, we reframed and refreshed our brand to be more inline with modern buyer expectations. And through research and exploration, we landed on a conceptual North Star: Acquia = "Freedom”. There’s something very unique about the flexibility and power that Acquia provides, combined with our service model that gives these digital creators the tools and support they need to truly experience digital freedom. This notion of providing a platform that empowers a sense of “freedom” led us to the idea that Acquia gives you "The Freedom to____". The open-ended nature of this construct allows users to make our mantra their own, based on whatever problem or outcome they're trying to solve for.

Airbus approached Gravity to develop a brand platform that captured their newly penned purpose, “Pioneering sustainable aerospace for a safe and united world”. This purpose took a more responsible positioning, moving them away from the industry-wide product & feature-led marketing and onto a global platform that focuses on human experiences and outcomes, to demonstrate how Airbus’ aerospace innovation and drive can help improve society and the future of the planet. Our task was to create an outward-facing construct that articulated this purpose in a meaningful and engaging way; resonating with all stakeholders. Ultimately, we needed to create a new voice to stand out and lead the growing chorus of sustainability – showing that Airbus recognises they have a vital role to play in the world’s ongoing push for sustainability and responsibility. Our approach was to lead with an invitation in the form of the creation of a shared belief / movement. Giving Airbus a pivotal role in making change happen, to ensure the world continues to benefit from the advantages that the current and next generation of aerospace bring. THE WORLD IS A BEAUTIFUL PLACE A big idea that recognises – despite all its challenges – the world is an amazing and beautiful place, and as such it’s worth protecting and preserving.

The American Queen Steamboat Company was so steeped in the past that it had ‘riverlorians’ who keep its history; a gallery named after Mark Twain; and a symbol that is an old-fashioned paddlewheel. But the American Queen is also so forward-looking that it had acquired ocean and lake cruises. Then it turned to us for a rebrand, with a focus on a key question: How could American Queen keep what it needed from its past while evolving to meet the future? So we embarked on a brand transformation. With the paradoxical insight that “motion creates connection” and brand idea that “discovery runs deep,” we created an innovative design system called “Nauticode.” Nauticode took American Queen’s most iconographic element, its paddlewheel, and deconstructed it to make for a very modern experience. Every American Queen journey would use nautical data to shapeshift the paddlewheel based on the boat’s movements, ports and times at port. Each dynamic journey would be different from any journey before or after. Nauticode re-designed the brand, the design system and the experience ecosystem of American Queen to great success.

Amdocs, one of the early pioneers of Israeli high-tech, has always had a strong reputation as a leading technology company. However, with the fast-growing tech industry in Israel, Amdocs started to lose its positioning and began being perceived as an outdated company. Amdocs identified that it's positioning as a company that "always delivers" didn’t sufficiently reflect the remarkable work the company does. The objective: Transform Amdocs' perception and reposition them as a youthful, and cutting-edge technology brand. The strategy: From a company that "Always Delivers" to a company that is "Making it amazing” The strategy was to transform Amdocs from a behind-the-scenes brand that quietly serves corporations, to a front-line brand that visibly touches millions of users. The creative idea was to write a catchy song that will deliver a great experience and by itself will convey the new brand idea. We collaborated with Noga Erez and the top personalities in the Israeli music industry to create a music video that captures the vision of the “Make It Amazing” strategy. For the Campaign launch, we wanted to create a truly amazing experience, so for the first time in Israeli TV history, we launched the entire music video on TV during prime time; 2:16 minutes of pure fun in the middle of the commercial break. Results: Best EB in “Israel Brand Award 2022” First place in YouTube commercial rating with over 16 Million views + 30% in conversation around the brand on social media The campaign made it Cannes Lions shortlist

Going into the summer of 2022, LinkedIn Marketing Solutions (LMS) had big business ambitions, but an even bigger brand problem. Our unaided awareness was significantly lower than digital advertising competitors. To turn this problem around, we repositioned LinkedIn as the place for B2B marketers. We knew that B2B marketers help power half the world’s economy, but the digital platforms they use most (Google, Facebook, YouTube, Amazon, and Twitter) are designed with B2C in mind. This insight helped inspire our big idea: Make B2B everything it can be. The campaign showcased that B2B is anything but B2Boring with LinkedIn, helping redefine the category and LMS’ place in it. As the platform that’s built for B2B, we showed how LMS helps enable the results, relationships, respect, creativity and brand building B2B marketers seek. With our ‘B2Brand building’ idea defined, we needed to make sure it reached the right audience. We launched the campaign using contextually relevant digital and print (The Drum, AdAge, Adweek, Entrepreneur, and the WSJ) in addition to advertising in marketer’s office elevators. Making B2B everything it can be also inspired us to bring the campaign to the world’s biggest festival of creativity: Cannes. We did more than just advertise at the event. We drove event programming (including a keynote from LinkedIn’s CEO, Ryan Roslansky) and launched the first ever Creative B2B Lion. In total, the campaign helped increase LMS’ unaided awareness, consideration, perception of B2B leadership and downstream digital engagement.

2021 was a tough year. As Covid-19 pushed countries into lockdown, clients began reducing their media spending, and uncertainty swept the globe. During any downturn or recession, however, data suggests that it is better to invest in media and marketing, rather than pull back. So, to encourage our clients to do the same – and win new ones in the process – in 2021, we relaunched PHD, challenging brands to ‘Make the Leap’ by investing in our creative media strategies. The result? By putting our people and clients first and increasing our marketing activity during the height of the pandemic, we delivered a landmark year. Here are some highlights: • With ‘Make the Leap’ as the red thread throughout our pitches, we won significant new business, including blue-chip clients such as CHANEL, Red Bull, Sanofi, and Unilever. • These new wins helped grow our billings, revenue, and rankings; not only versus 2020 but also versus 2019. • We made the leap ourselves and delivered industry thought leadership by launching our ninth book, Shift | A Marketing Rethink at a time when marketers were nervous about putting their point of view out into the marketplace. • We drove major industry innovations, including data transformation and partnership initiatives, and ecommerce via PHD Transact. • We also helped 6,500+ PHDers Make the Leap in their careers; ensured DE&I was front and centre in everything we do and supported all employees throughout the pandemic.

In a massive organization like TCS, with a diverse workforce of 600K+, building great employee communication is more than just a full-time job. It becomes a philosophy to live by, that requires acting upon by extraordinary ideas, execution, and passion. In the last few years, new trends have emerged in employee communications and engagement, born out of exceptional circumstances around us. The requirements and expectations of internal stakeholders in any organization have undergone sudden rapid shifts, as employee groups continue to become more complex and diverse. The pandemic further accelerated this shift. Through internal surveys, we observed early signs of drop in employee motivation, employee collaboration, impact on mental wellbeing, happiness, and participation from employees – leading to possible employee burnout. We realized that the traditional ways in which Internal Communications functioned was not enough. There was a dire need to improve connect and outreach to our employees. This required treating them as a ‘market’ and introducing outside-in marketing approach into Internal Communications. We launched programs that were more virtual and phygital in nature, invested in channels beyond regular company platforms – such as social media, targeted ads, and podcasts. We further extended this scope to partnering with employees on social network, making them micro-influencers for the organization. We identified and built on opportunities to communicate with employees frequently and in a diversified manner to elucidate the brand’s vision and create understandable, accessible, snackable and sharable content that instills sense of pride and belongingness across our diverse and ever-growing workforce.

Climate change is an enormous challenge – and sometimes it can feel overwhelming. It can be hard to engage and educate our people, helping them to see that together, we can drive positive change and that everyone has a role to play. So, we decided to work with immersive theatre agency SWAMP MOTEL to create a virtual experience that would help to educate our colleagues and get them to see the possibilities that exist for businesses in a net zero world. And the role they can play in getting us there. We distilled thousands of pages of Deloitte research and thinking into an exciting 45-minute online experience that was inclusive and accessible for a variety of different audiences and levels of understanding of climate issues. Something that could be used individually and in groups, virtually, and in hybrid/in-person events with our clients and people. Following the success of the virtual experience, we built an in-person version with actors, and an immersive set design. We took the experience on tour, hosting weeklong events for employees at seven of our major offices all around the UK, creating an experience that went beyond regular training. To date more than 1,200 people have completed the virtual experience, with a further 750 completing the in-person experience. Feedback has been overwhelming positive with an average rating 4.6/5 stars. We also have some positive Net Promoter Scores – 62NPS (rated as excellent) when asked if they would recommend to a colleague, friend, family member or peer.

Verizon was at a pivotal point in its history. With its 20th anniversary on the horizon and CEO and chairman Lowell McAdam stepping down, the company was about to embark on a new era, accentuated by the rollout of an updated purpose statement. Furthermore, the retirement of long-standing employees had resulted in a loss of institutional knowledge, underlining the urgency of acting on Verizon’s long-held desire to preserve its heritage and pass down the stories of those individuals to the next generation. Verizon needed the right content to tell its story well and reach that next generation—comprised of more than 118,000 employees worldwide—to celebrate the milestone, inspire and create future Verizon storytellers, and affirm how Verizon’s deep commitment to its purpose, “We create the networks that move the world forward,” has enabled it to become and remain an industry leader. The obstacle Verizon faced was that its brand stories—drawn from a multitude of legacy companies with rich histories of their own—were dispersed throughout the organization and not told in a strategic or systematic way. Valuable historical materials were spread across various regional offices, former legacy headquarters and a disjointed and decentralized repository system. The objective of our engagement with Verizon was to collect these known assets, arrange and preserve them, and surface the rich nuggets of the company’s past to tell its story in an informative, inspiring and sustainable way.

Chief Executive Women (CEW) is a non-profit organisation made up of 800 of the most powerful women in Australia – chairs, c-suite, academics, and MPs. CEW members oversee 1.3 million employees and a market capitalisation of $1.14 trillion. Through advocacy, research, targeted programs and scholarships, CEW strives for gender balance and fear-free workspaces. CEW approached Mahlab to devise an internal communications strategy to assist its members to start courageous conversations about sexual harassment at a board level, and to offer tools and techniques to turn those conversations into action. The Mahlab team liaised with a working group of CEW members to gain insights, understand experiences, formulate an integrated internal comms plan and execute it with a comprehensive digital toolkit; Respect is Everyone’s Business (RIEB). The RIEB toolkit provides resources to help CEW members start important conversations with their boards and executive teams, confront prejudice and challenge injustice with powerful statistics and case studies and embed new governance processes. The RIEB campaign succeeded because it was created in consultation with stakeholders. Those stakeholders, already in powerful positions, became influential advocates for the campaign. Gaining the support of one of the most influential voices in sexual harassment prevention in Australia, Sex Discrimination Commissioner Kate Jenkins, was also extremely valuable in ensuring the RIEB website was seen to be a robust, helpful resource for those looking to make a change.

Make the Difference (MTD) is a global innovation programme run every two years by Mars. It recognises Mars Associates from around the world, bringing everyone together and celebrating their innovative work. With more worries and distractions than usual due to the pandemic, motivating Associates to go above and beyond during challenging times required some uplifting thinking. We also had a complex timeline to consider as MTD is a two-year local and regional event culminating in a global final and Gala in Washington DC. Our idea had to be equally motivational across all phases: from teaser, launch and nominations to the grand final. Curious worked with Mars to provide a strategy and campaign materials that could more creatively utilise their communication channels. We created a language system that puts people at the heart of Make the Difference, inviting them to fulfil their potential, go further, rise to opportunities, and share their thoughts. With new headlines and callouts at every stage of the campaign. Our bright gifs, videos, and posters were rolled out across all of Mars’ internal communications – it was impossible to miss them. And, when it was time for the finals, we created video and social content to document everything we made happen. Every stage has bought more excitement and anticipation. This idea that has made people feel part of something really big, a real call to action, and champions them for the difference they make to Mars.

International law firm DAC Beachcroft seized the opportunity to shake up its approach to internal communications with its Noisy Innovation campaign. The firm’s senior leadership team expressed concern that DACB was hiding its light under a bushel with regards to innovation. With the steer of the Managing Partner and CEO of its claims business, the firm devised a two-part ‘Noisy Innovation’ campaign, part one of which focused on internal communications and engagement. The approach was simple: make as much noise as possible about innovation within the firm and do it in an innovative way. With no meaningful budget and the need to get a campaign up and running as quickly as possible, the firm looked to the tools it already had and considered how they could be used differently and innovatively. The campaign launched in summer 2021 to coincide with the five-year anniversary of the founding of DACB’s Innovations Lab, giving the campaign a focus on the firm’s innovations and successes of the previous five years. The campaign also overlapped with DACB's first dedicated Innovation Week, which was initially being planned separately, along with the firm’s first-ever hackathon. By teaming up, the campaign was able to ‘hijack’ Innovation Week and the hackathon and put a ‘noisy innovation’ wrapper around both. The Noisy Innovation campaign ran for seven weeks. It was big and noisy – making it hard to ignore or miss – and, crucially, it was delivered innovatively.

JTI is a global company that operates in 130 markets, with 48,000 employees worldwide. And with that many employees scattered all over the globe, internal communications make all the difference. With a belief that a commitment to comms, is a commitment to people, Ignis worked with JTI’s People & Culture function to deliver a range of internal campaigns that have helped to foster a sense of belonging and community at JTI and ensure that every employee feels heard and appreciated. TikTok-style dance challenges, detective-led virtual treasure hunts, self-improvement bingo cards, and action movie-style videos complete with cinematic voiceover and explosions – we’ve done it all! A range of campaigns around the topics of Diversity & Inclusion, Learning & Development, and Talent Management & Retention have demonstrated both Ignis’ and JTI’s ongoing commitment to delivering engaging, educational, and creative internal communications all year-round.

It warmed our hearts to see a “Best Use of Emotion” category in B2B awards. Because that drives everything we do. Nostalgia, anger, empathy, passion. They’re all emotions that influence people to act in a certain way and help drive purchase decisions. Understanding our audience and knowing their motivations ultimately dictate how we build a relationship between them and a brand. We had the chance to let the emotions fly while inspiring today’s generation of working professionals in our Do the Unthinkable Campaign developed for Lenovo. One spot, in particular, gets us every time we watch it—Within Reach. Doing the unthinkable means creating something that makes a difference and drives a positive impact outside oneself. In the “Within Reach” story, a young professional seeks to make a bigger impact, using her own experience, and her ThinkBook, to design an unthinkable tool to empower a limb-different musician. And each step of the way, the story draws on emotional appeal, relevant to the audience. The spot drew some emotions out of our client, too. Pride, satisfaction, and gratefulness. Because the video over performed throughout the month while attaining the desired 3% brand lift in key markets, like the US and UK.

Passive fire protection manufacturer FSi were looking to increase brand saliency in the specialist façade cavity barrier market – a critical product in keeping buildings safe from fire, but one that could easily be overlooked. Although well known in other applications, awareness of FSi here was low. Making best use of the limited budget, a creative marketing campaign was required to help position FSi as the best choice for façade cavity barriers. The use of emotion when it comes to fire safety can be a tricky subject to master, but we felt that the personal expertise of FSi’s people was central to the important job they do; their passion need to come through in our work. So our creative concept focussed on “Leave No Gaps”; informing the audience not only that the product is totally reliable during a fire outbreak but also implying that FSi’s experts leave no gaps in any other part of their business – including customer support and product quality.

Through the power of emotion, we persuaded several major supermarkets to enter conversations with RNIB about adopting a barcode-like format that converts product packaging information into audio descriptions for blind and partially sighted people. To make accessibility a priority for supermarkets, we needed to ignite a public reaction of injustice. We needed to make society feel the importance of the issue. Our crucial insight was identifying that a lack of exposure to the experiences of sight loss was a key blocker to public empathy. So, our idea was to simply expose the public to the experiences of sight loss in the supermarket, and roll the cameras. This experiential stunt took the form of a pop-up “grocery shop”, featuring supermarket products - including a pack of biscuits, a smoothie and a cleaning spray - in blank and uninformative packaging. Fly-on-the-wall cameras captured public reactions to inaccessible packaging. We edited the footage to mirror the real-life everyday experiences of blind and partially sighted people, creating a powerful, authentic and emotive campaign film. The public’s emotional response to the campaign exceeded targets, and by the end of the period, six supermarkets - and eight other corporate giants - were in conversations with RNIB about adopting the accessible format. Proving how a compelling public emotional response can directly trigger business action.

Wavin’s Hep2O is a plastic push-fit plumbing brand trusted by installers across the UK. Throughout the last five years, Wavin has been working with Tangerine to position Wavin Hep2O as an organisation that supports and celebrates the professional installer community it serves with a range of inspiring activities and campaigns. The plumbing community is one which takes pride in its work as well as its invaluable role in society, but plumbers often work alone, and many are left feeling isolated. Following the disruption and challenges posed by COVID-19, plumbers were at risk of feeling more alone than ever after extended isolation. Wavin Hep2O wanted to get closer to its audience during this time and show that it was always there for plumbers and installers. It needed a campaign which celebrated everything that makes the plumbing industry great and sets it apart from other sectors. Wavin Hep2O wanted to ensure the brand was known as one which truly supports real plumbers in their roles. Tangerine’s answer was Pride of Plumbing – a celebration of the amazing stories of the amazing people that make up this unique and spirited community. Following a nationwide hunt for the most inspiring people in the sector which generated more than 120 submissions, Tangerine told a series of four stand-out stories that brought the commitment, compassion and resilience from these professionals to life for the whole industry (and further afield) to celebrate.

Business law firm Addleshaw Goddard operates in an incredibly noisy competitive environment, with over 100 firms across the industry together publishing hundreds of thousands of marketing outputs a year. To stand out from the crowd, deliver on its imaginative brand positioning, and celebrate the importance of law to our economy, the firm turned to legal poetry, because lawyers and poets share the same principal tool – words. And the approach earned significant attention… An emotive, multi-channel brand-building campaign in a niche area achieved over 3.2 million online impressions; a reach of 370,000+ people; brand engagement beyond expectations; and stimulated a marked increase in people searching for the firm. In the words of our market… "Hands down my favourite law firm marketing campaign of the year – you guys smashed it!" "It's such a creative project … very un-law firm like! Love it!" "This made me smile so much." "Brilliant." "My people love this."

How do you create a film, to be launched at COP26 (The 26th United Nations Climate Change Conference) which has to showcase Hiatchi as a company that can help countries and cities reverse climate change when the very process of making the film itself would help destroy the planet. Well, you attempt to do something never done before - create the world's first-ever carbon zero film shoot.

Procell faced a huge challenge: how to disrupt autopilot corporate buying behaviour when they didn’t matter to the audience. Competing with a wall of discount advertising, we created a new way to position savings: moving the frame of reference from buying to replacing, by revealing a hidden cost buyers never realised they paid. Our strategy was brought to life as a hapless humorous Battery Changer character to help our audience see their mistake and choose Procell. In 4 weeks, our work hit 52% AVOC rate in programmatic, beating the industry average 25%, driving 58,090 clicks into 482 leads and counting.

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kick start conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

Weather-related disasters have increased fivefold over the last 50 years, meaning cities must urgently adapt to more frequent extreme weather events. There is a growing understanding of the benefits of nature-based solutions (grass, lakes) rather than grey (concrete, steel) solutions, but much broader awareness is needed to secure investment at scale. Enter, Arup’s first-of-its-kind Global Sponge Cities Snapshot, which demonstrated that to build resilience, cities must work with nature, not against it. Our strategy was to focus on the concept of the “Sponge City”, shifting the idea into the mainstream and bringing to life the benefits of nature-based infrastructure. The term. coined in 2013 by Professor Kongjian Yu, describes cities that work with nature to absorb rainwater instead of using concrete to channel it away. Whilst the impacts of climate change are being felt in numerous ways, flood-related issues are happening at scale: 700 million people live in places where maximum daily rainfall has increased, and 44% of all ‘disaster events’ have been flood related. The Global Sponge Cities Snapshot therefore used Arup’s Artificial Intelligence-powered land-use analysis tool, Terrain, to calculate the ‘sponginess’ of seven global cities; London, Auckland, Nairobi, Singapore, Mumbai, New York and Shanghai. The snapshot successfully sparked a conversation across global, national and trade media - with over 150 pieces of coverage across ten markets and widespread discussion across social channels. Its success catalysed the wider business to develop the Terrain tool and increase its sophistication - laying the groundwork for future commercial offers and campaigning.

One in four UK prison leavers reoffend in the first year of their release. The annual cost to the economy is a staggering £18bn. How can we help to turn prison leavers away from crime? The biggest lever is opportunity. Eight out of 10 prison leavers are unable to find work in the first year of their release. Unemployment rates for former prisoners are much higher than the wider population. LinkedIn partnered with social enterprise Inside Out to show that providing skills based training, coaching and employment opportunities to young prison leavers is the best way to reduce the re-offending rate and help people to make a fresh start in their lives.

Roland DG, a Japan-based global manufacturer of large-format inkjet printers, tasked Fight or Flight with promoting its latest garment printer – the Texart XT-640S-F – across five European markets. For just £10k. We appointed fashion designer Fabia Goff to create Europe’s first Dress Release - a press release ornately printed onto a beautiful dress. The campaign delivered: • 60+ articles across target markets, including a feature in PRWeek’s “Campaign of the Week” • 10,998 organic impressions on LinkedIn, 1,255 engagements and an engagement rate of 11.4% (against a 2% industry average) with no paid budget • The all-time best performing post on Roland DG’s channels

In its second year of launch, Cirkle was tasked with continuing to drive MASS AWARENESS and CONSIDERATION of the Dulux Heritage range with painters & decorators – positioning it as THE ONLY range that delivers BOTH desirable colours in luxury finishes that consumers can’t help but want, as well as a range that decorators want to ‘sell’ with pride. Cirkle established a campaign that had RELEVANCY and a POINT OF DIFFERENCE, which stretched beyond a linear brand message and instead put the trade in the spotlight to address both the PRODUCT and HUMAN TRUTH head-on. 1. PRODUCT TRUTH: The Premium Aesthetics category has grown significantly over the past 12 months, particularly in trade channels (via specialist decorating merchants to painting professionals or homeowners), but is largely dominated by competitor brands with the trade. 2. HUMAN TRUTH: Labour now and in the future is the no.1 concern raised by decorators and contractors and the UK decorating population is in decline. Cirkle opened up a conversation with Dulux's painting & decorating audience via a SHOW (NOT TELL) strategy, that encouraged a discussion around the things that really matter to them. The campaign was Cirkle’s first major B2B campaign for AkzoNobel since winning the business in January 2022 and has seen resounding success. The PR launched alongside a halo campaign spanning shopper marketing, radio partnerships and national sampling, where Cirkle worked intrinsically a part of the wider interagency group, resulting in a significant portfolio sales increase year-on-year.

Neste’s strategic climate objective is to help their clients make their carbon footprint smaller with renewable and circular solutions. This is why we wanted to create a co-operation, based on circular economy, that would earn media, engage our audience and ultimately increase the sales of Neste MY Renewable Diesel. And this we did. The campaign was covered in Finnish media more than any other circular economy action in 2021, and the results are record-breaking. Neste’s strategy as the world's leading developer of renewable fuels is based on circular economy, and the availability of waste and residue that is suitable to be used as the raw material for the renewable fuels is a critical business factor. Hesburger, on the other hand, is Finland’s leading fast food chain, known for their all-round responsibility, for whom circular economy is one of many ways in which to conduct sustainable business. These 2 companies wanted to increase their influentiality and develop their corporate image by a co-operation on circular economy. Which as a topic, however, is an extremely complex and complicated one, it is difficult to approach and difficult to understand – and it does not really interest people per se. The co-operation underlines the power of working together to solve complex future issues, and we wanted to set an example on how to both work together and communicate about it in a way that really makes an impact.

The pandemic was a difficult time but also one of unprecedented entrepreneurial spirit with government support fostering a boom in new business launches. When lockdown came to an end, many businesses faced the reality of continuing in the ‘real world’. As a supporter of small business, QuickBooks saw an opportunity to continue to support these start-ups. We commissioned surveys, research projects and studies to understand the current business climate and then set to work, using our gained insights to launch a campaign aimed at supporting small business in the UK. We collaborated with five TikTok start-up influencers to advise and support start-up businesses through a novel vehicle. Meanwhile, we also partnered with Enterprise Nation and the government’s Help to Grow Scheme to support SME’s and start-ups through multiple channels. The campaign was ultimately reported in over 200 outlets with a reach of over 500million people. The results have been incredible, with glowing customer testimonials and responses. We achieved all of our internal goals including beating Xero and SOV for SMB’s, remaining at #1 SOV throughout. Our SEO rankings for ‘Accounting Software’ have improved from position 11 last November to position 1 in April and now settling in and holding at top three, a resounding success. We can proudly say that this campaign has contributed to small business wellbeing across the nation, supporting the launch of nearly half a million new businesses which will provide a big boost to the UK economy.

This is a story about the marriage of heritage and technology. On the surface a mismatch, but in reality a powerful catalyst for evolution. When the world's oldest tennis Grand Slam was looking to drive relevance for new generations of fans whilst celebrating the traditions that made it special, it found an understanding partner in the world's oldest tech company, IBM. After a 33-year partnership, both organisations know a thing or two about reinvention. Since 2019, the partners have tackled how Wimbledon could continue growing its global audience and creating the next generation of lifelong fans. The solution was to co-create a suite of digital features for Wimbledon's apps and website - enabled by IBM's technology and user experience design expertise. This would help fans understand more about the players and the sport, thus keeping them engaged beyond the Fortnight. When Wimbledon returned fully in 2022 after two COVID-impacted years, the All-England Club looked to provide new ways for fans to experience Wimbledon digitally, and to share that story with the global sporting community. For IBM, this was an opportunity to showcase how the company's technology and expertise combine to help institutions digitally reinvent themselves to stay relevant for customers. Thinking beyond just announcing new digital features, the campaign team wanted to extend the news moment to creatively keep the story in the spotlight throughout Wimbledon.

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kick start conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

Context: The tragic killing of George Floyd in 2020 triggered demands for change. Suddenly it wasn’t enough for organizations to talk about equality; they had to act. But six months on, little had changed. Insight: Our global survey of 5,000 business leaders, supplemented with employee opinion insights from our 1.7-million-person database and diagnostic work with clients, revealed that 83% of organizations had accelerated diversity, equity, and inclusion (DE&I) efforts, but results were lacking. Businesses were focusing on recruiting diverse talent, updating non-discrimination policies, deploying DE&I training. Not on developing underrepresented talent or providing equitable access to advancement. That’s the inclusiveness part of the puzzle, and it’s essential. Our analysis of 3-million leadership assessments also revealed that only 5% of leaders match the profile of an inclusive leader, therefore most businesses were lacking the skills to drive DE&I forward. No surprise little had changed, which was unacceptable to us. Solution: So, we challenged ourselves to help businesses turn their words into actions. Through a creative campaign, we educated our audience on how to develop inclusive leaders and build a truly diverse, equitable, and inclusive business. We produced insightful, emotive assets to inspire. We designed actionable roadmaps for businesses to make real impact. And we presented our data-led digital and advisory solutions to tackle their challenges head on. Impact: This campaign exceeded all quantitative marketing and revenue goals as well as qualitative metrics, such as Gartner naming "The Five Disciplines of an Inclusive™ Leader" one of 2021's 10 must read business books.

The Brief: EY’s global ambition and strategy for creating long-term value had high awareness and commitment. However, a significant number of employees didn’t understand what they needed to do differently to connect their day jobs to the strategy. Our brief: inspire, engage and motivate EY’s 365,000 global employees and bridge this gap. The Strategy: In the corporate world, employee engagement initiatives need to be inspiring. The risk is people don’t engage fully, messages don’t sink in, desired behaviours aren’t adopted. So we rooted our strategy in a fundamental human driver – the desire to play. Co-creating a digital platform based on gamified teamplay and fun. The Creative Solution: The NextWave Elevator Challenge – a gamified, 360-degree viewable team experience. The elevator transports teams to different environments where they play interactive games, watch films and solve puzzles – all built around the strategic pillars of NextWave. And we used behavioural science and gaming psychology to help drive the required behaviour changes. The Results: The experience is currently being deployed in a phased approach across EY. Results so far have been exceptional. More than 35,000 people have completed the challenge. Our key feedback metrics of engagement, realisation and understanding all score above 4/5. Sentiment from thousands of Yammer posts has been overwhelmingly positive.

The Challenge: Microsoft built state-of-the-art, cybersecurity solutions for businesses. But it was a new game for them. They needed to break into the market and get security teams more familiar with their solutions. The Approach: We created “Into the Breach”, a video game experience where security teams stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack. Their mission: Discover the breach, identify the cause, and fix it using Microsoft cybersecurity tools. The Result: 5X software purchase target achieved, driving 122% growth year-over-year 4X license usage target achieved, driving 222% growth year-over-year

Envestnet partnered with money-obsessed Mr. Krabs of SpongeBob SquarePants to demonstrate how financial advisors can make an Intelligent Financial Life a reality for ANY client.

In a declining B2B marketplace, it takes a truly innovative content-led campaign to outstrip targets for marketing-qualified leads (MQLs) and orders. But that’s precisely what LeasePlan UK (LPUK) has achieved with Electric Moments. Building on extensive research – designed to identify the obstacles preventing businesses and their drivers from choosing electric vehicles (EVs) over traditional combustion engine cars and vans – the fleet leasing firm’s marketing team developed a highly innovative, multi-layered content marketing campaign that would later be recognised as the most successful in LPUK’s history. At its heart was an incredibly focused content strategy – one centred around the delivery of an innovative online hub, jam-packed with more than 80 multi-channel items of creative, consumer-style content, including EV road-tests/reviews, ‘getting started’ guides and FAQs. Crucially, the hub also contains a series of educational videos – delivered in partnership with a well-respected EV authority/advocate – that together have garnered more than 147,000 views. It further features four innovative, interactive online tools – each engineered to give LPUK’s target audiences the confidence to switch to electric. The impact has been nothing short of exceptional. Lauded as a “lighthouse” campaign by other LeasePlan marketing teams globally, Electric Moments has successfully engaged with tens of thousands of people – delivering an ROI of 538% while surpassing targets for MQLs and corresponding EV orders in LPUK’s direct B2B channel by 121% and 122% respectively. Leads in the indirect (broker-led) space have meanwhile doubled, with an acceleration in order run-rate of 142% year-on-year.

The Ecopreneurs is a testament to what is possible in B2B marketing. Produced by Salesforce in partnership with FORTUNE Brand Studio, the series employs documentary style filmmaking and a focus on personal stories to demonstrate Salesforce’s commitment to climate action while appealing to audiences outside of traditional B2B areas. Instead of showcasing a new product or highlighting a new service, The Ecopreneurs seeks to inspire hope for our planet and usher in a new generation of climate innovation. This report articulates why those goals are important to Salesforce and shows how they could be reached while generating interest in Salesforce+, a first of its kind business content streaming platform. It also lays out key partners, media strategy, and tangible results for both Salesforce and the Ecopreneurs featured in the show.

A major transformation in how we fly is being imagineered by Embraer to achieve net zero by 2050. Embraer, has pledged to solve this enormous industry challenge and their goal was to share their vision with the global aviation community. In late November 2021, they unveiled four concept regional aircraft powered by new propulsion technologies and renewable energies. Gravity Global was tasked with launching this exciting programme – and how it was presented to a worldwide audience needed to be as bold and innovative as the concept aircraft. As well as creating the ‘Energia’ name and an eye-catching aircraft livery, the Gravity team developed a full campaign including PR, content and social, culminating in a spectacular webcast event, broadcast live from studios in Sao Paulo and London! Each of the Energia aircraft were shown as 3D holograms for impact. This campaign deserves to win, as it achieved its objective of positioning Embraer as a leader in aviation sustainability and by using the latest digital techniques captured the imagination of the aviation industry without having to show physical aircraft. The programme successfully achieved market engagement for the Energia programme, improving positive sentiment for Embraer and leadership in sustainability from 28.71% to 70.88%

We throw away about half of the food we produce, more than 900 million tons of it every year. Yet 2 billion people in the world are unsure where their next meal will come from, according to the UN. Technology that could help solve this problem within the supply chain already exists– but is not widely in use. So: how can we use existing technology to get perishables to the right place at the right time– and in the right amount? Nokia wanted to build a name for itself as a thought leader that’s actively improving society and created its Real Action series to bring together brilliant industry minds– each with a different expertise– to solve the real-world challenges in a collaborative setting. Over 5 weeks, we followed their progress in an online docuseries as they researched the problem, identified focus areas, and talked to other industry connections to create a solution concept that could dramatically reduce food waste in the farm-to-retail sections of the supply chain. The unique part was a ‘magic number’ presenting a value for dynamically matching producers and buyers, based on predictive modelling, fed by a range of data points. This exciting break-through could drive the smart agriculture industry forward in terms of connecting connectivity, analytics technology, and logistics. It also demonstrates Nokia’s belief in collaborating for the best result and was documented in a workbook that could be picked up and productized by anyone. The campaign reached more than 150% of its engagement goals.

In a declining B2B marketplace, it takes a game-changing campaign to outstrip targets for marketing-qualified leads (MQLs) and orders. But that’s precisely what LeasePlan UK (LPUK) has delivered with Electric Moments. Building on extensive research – identifying the obstacles preventing businesses and drivers from choosing electric vehicles (EVs) over traditional combustion engine cars/vans – the fleet leasing firm developed a multifaceted marketing campaign that would later be recognised as the most successful in LPUK’s history. At its heart was a laser-focused thought leadership strategy – one that would effectively position LPUK as the go-to authority on all things EV. This was centred around an innovative online hub, jam-packed with >80 multi-channel items of content, including videos featuring LPUK subject-matter experts, EV road-tests/reviews, ‘getting started’ guides, FAQs, and a suite of interactive tools to help people determine whether they could viably switch to electric. This impartial, expert guidance was provided free-of-charge for everyone, not just LPUK customers, thereby democratising access to EV support in line with LPUK’s environmental objectives. It was also consolidated by LPUK-authored educational content – including webinars, e-books, articles and an interactive white paper – sponsored across several trade titles. The impact has been profound. Having engaged tens of thousands of people with its thought leadership, LPUK’s Electric Moments campaign has successfully surpassed targets for MQLs and corresponding EV orders in its direct B2B channel by 121% and 122% respectively. Leads in the indirect (broker-led) space have meanwhile doubled, with an acceleration in order run-rate of 142% year-on-year.

The acquisitions of SecureLink and SecureData were an inflection point for Orange Cyberdefense in achieving its ambition as the go-to security services expert. But in a crowded market with over 3,500 players, how to stand out? And how to create trust in an industry where Marketing is infamous for FUD, ambulance-chasing and hyperbole? Our thought leadership strategy was set to meet these objectives, with our annual threat report at the forefront. Making it stand out: we branded our hero asset ‘Security Navigator’ (https://www4.orangecyberdefense.com/l/86... make it distinctive and memorable for our target audience of CIOs, CISOs and security experts. Delivering on the promise: we built contents that were thought-provoking and went beyond statistics via research-led insights and stories from the trenches. They brought to life our analysis in an authentic way, which is highly valued by our target audience. Creating sustained awareness: we developed a multi-phase campaign across own, earned, and paid channels to promote the report: internally as a sales enablement tool, and externally to develop brand awareness and generate revenue pipeline. As a ‘long shelf life’ asset, the campaign is being deployed in waves and generating results from launch beginning of December 2021 until October 2022. Achieving strong results: outstanding outcomes to date: 98 press articles in 17 countries, engagement from cybersecurity influencers with a combined 200k follower count, and a significant contribution in pipeline revenues. Most notable, terminology such as ‘Cy-X’ coined by us have been adopted in our ecosystem.

Ingredion provides ingredients and recipe solutions to food manufacturers, who face pressure to meet consumer demand for clean labels on food products. That’s because today’s consumers are health-conscious – they want labels with a healthy and trustworthy ingredients list. But when we layer in generational demographics and dietary, social, and cultural factors, the motivational picture becomes psychologically complex. Manufacturers are navigating the layers of clean label preferences to understand which products need which type of clean label. Manufacturers themselves have varying attitudes – the differences between organic brands and traditional are substantial. To make the right choices in clean label, brands need to know their consumers and themselves to get investment in ingredients right. Ingredion aimed to capitalize on this market dynamic with a thought-leadership position that demonstrated its superiority in understanding the psychology of clean label. They targeted R&D specialists like Nestlé and a secondary audience of ingredient procurement specialists. From a directly addressed market of 4,000 (emailed) and a total potential market of 20,000 (possible press ad / banner ad / paid social interactions), the target results were: • 400 marketing qualified leads (report downloads) • 200 sales qualified leads (business tool) • Click-through rates to exceed previous thought-leadership campaign results by 40%

When your dataset has limitless potential to understand consumers – how can you build a clear, integrated thought-leadership strategy that can add-value to your existing subscribers and inspire new users? We combined a mix of short-form and long-form thought-leadership to build an integrated content strategy that would raise awareness of the power and versatility of TGI, generate new leads and inspire existing subscribers to level-up their research. The team developed a content programme for TGI which was designed to showcase the breadth and depth of the TGI data while providing topical content with broad PR appeal and ammunition for sales teams to enrich their client conversations. Our strategy combined weekly TGI ‘charts of the week’, more in-depth sector-focussed articles & infographics (travel, financial services, retail) and a flagship, global thought-leadership report ‘Beyond Age’ – all rooted in the prevailing social and political context, whether that be the recovery from COVID or the cost-of-living crisis. Together, this integrated thought-leadership strategy has delivered record levels of PR coverage (including a lead feature in Marketing Week and detailed coverage in The Times), hundreds of new leads to the business and dozens of client and prospect meetings – all contributing to new client testimonials (e.g. ITV) and record client satisfaction scores (Autumn 2021). And this approach has been exported and localised across TGI’s core markets, including France, Spain, Germany, Latin America and Nordics & Baltics who are now benefitting from new, richer content to inspire and engage their clients and prospects.

Marketers constantly have to make the right choices for their brand and clients. How can they recognise insights buried under billions of searches worldwide each year? As the leading Search brand, how can Google help? We took the Herculean task of gathering, filtering, and classifying Search data into human-centric themes that helped marketers move their marketing forward by providing a clear-cut view of the habits forged during the pandemic. Packed with riveting insights, the Year in Search trend report humanised data with engaging creative elements and a custom visual identity. This comprehensive exploration established Google as a strategic partner and sparked Search conversations. Targeting 1.1M practitioners, the goal was to build top-of-mind awareness and boost search-related product adoptions. We aimed to cement Google's position as a thought partner and spark Search (Ads) conversations throughout the year by highlighting local and global insights that marketers couldn’t find anywhere else. We pored through insights from 12 months’ worth of consumer queries across 66 countries to form actionable insights that marketers then used to build bespoke solutions for their current and prospective customers. Global Report: https://www.thinkwithgoogle.com/consumer... APAC Report: https://www.thinkwithgoogle.com/intl/en-... EMEA Report: https://www.thinkwithgoogle.com/intl/en-...

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kick start conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

Leading international healthcare organisation, Bupa, recognised that companies win on the battleground of customer experience (CX) in today’s global marketplace. Elevating CX excellence is even more paramount in the competitive and saturated insurance sector. With this in mind, Bupa embarked on a journey to optimise its data architecture, whilst accelerating its digital transformation agenda. Bupa’s principal aim was to deliver world-class experiences through data-led insight into real-time customer needs. Bupa identified two clear objectives to achieve this aim: to gain full visibility and control of data throughout a customer journey, and to harness data to deliver authentic experiences in the precise moments that matter. Tealium was the catalyst of Bupa’s CX revolution by cementing the foundation for future-ready, agile growth. With a data-centric commercial strategy, Bupa is now on solid ground to propel success in an evolving global digital economy.

CFlight is the world’s first cross-broadcaster, cross-platform, total TV reach and frequency ad campaign measurement solution. It is freely available to every advertiser that buys broadcaster VOD in the UK. Its genesis was eye-wateringly complicated and required levels of collaboration and data sharing between competitive broadcasters that was previously unthinkable. For years advertisers and agencies had pleaded for a total TV measurement solution. Existing methodologies couldn’t cope with BVOD’s dynamically served ads and so there was no way to calculate unique reach across all TV. This measurement gap created a brand gap. TV was losing out on advertisers who were unwilling to invest in BVOD without the proof their business required. CFlight provides that proof. CFlight shows a clear relationship between BVOD share and incremental reach. It has also proven that advertisers using BVOD can carefully control for their optimal frequency levels. It’s very early days to assess CFlight’s impact. However its popularity is promising. Since launch, CFlight has had 1,153 registered users from across the industry and 2,048 reports have been run. And early feedback suggests CFlight is boosting advertisers’ confidence, encouraging more brands into BVOD. BVOD spend is forecast to top £800 million in the UK this year.

In 2022, our team was given the ultimate challenge of providing the same quality of performance with a 20% decrease in budget. The task at hand required a herculean effort due to the unique difficulties we had to face in our industry. LSEG is a highly regulated company at the highest levels of the UK government. Therefore, we have a strict adherence to data privacy restrictions and have to be more creative with the ways we optimise towards our end goals. To deliver on our ambitious targets, we moved to a more sophisticated optimisation model, which included the use of offline data to inform our strategy at a granular product level. We also made the most out of additional testing and expansion opportunities to meet our business goals, rather than just scaling back for efficiency. This includes the likes of product expansion and local language expansion in APAC and LATAM countries, all of this being done with limited resources on client (2-people team) and agency side. Most importantly, we successfully exceeded the expectations of our initial targets, surpassing both our revenue and ROI targets. These results made paid search a key growth element at LSEG, and we believe that the global scale and complexity of these efforts are worthy of industry-wide recognition.

The advertising industry’s transition towards a cookieless future, while slow and fragmented, remains inevitable. Marketers who start early on their data transformation journeys not only stand to better weather the sea change, but also rise above it to deliver greater customer experiences and campaign performance. To help Google Marketing do just that, Essence constructed a data audit framework to identify gaps in first party data usage. Using the results, we developed a roadmap to advance data-driven use cases across their performance paid media programmes. We developed new ways to synthesise aggregated first party data signals with digital and survey-based data to derive highly relevant yet addressable cohorts for personalisation. This allowed us to not only enhance revenue attribution, but act on new optimisation levers to improve ROAS. Applying these use cases across the customer funnel led to a 3.75x CPA and 3x ROAS improvement for Google SMB campaigns in APAC. The programme has since gone on to serve as a critical on-ramp for many other Google businesses to drive more deliberate and effective first party data use across the APAC region.

One of the pre-eminent global telecommunications and technology service companies, NTT Ltd., needed a solution to drive conversations and conversions with high-value prospects about their Network Modernization proposition. With help from the data team at Hotwire, NTT Ltd. created a unique and innovative solution to bring in-depth data points and insights to life with practical, and meaningful go-to market communications. As a result, cost per lead was reduced by 66% and multi-million dollar opportunities were acquired shortly after deployment.

After a century as the world’s largest and most experienced flower delivery network, Interflora UK faced competition from new market entrants and flowers-by-post propositions. They also experienced global supply issues during the pandemic. Working with their optimisation partner, AWA digital, they launched a new product strategy titled Florist's Choice, devising and testing various hypotheses to glean customer insight, backed by qualitative market research and consumer interviews. Florist's Choice plays to Interflora’s greatest strengths and USP: leveraging the talent and creativity of their 900+ strong network of expert local florists across the UK and Ireland. Unlike their competitors, who ship assembly line arrangements from factory hubs in boxes, Interflora’s florists create artisanal bouquets based on customer requests before personally hand delivering them to recipients. Their service is personable, customisable, and demonstrates commitment to customer excellence. It proved indispensable during the pandemic where buying local was the best and sometimes only choice. As part of their engagement, AWA digital fed A/B tests results into Interflora’s delivery. Learnings—whether successes or failures—were implemented where feasible on Interflora’s existing platforms, enabling tangible benefits to be realised early. The results also informed the design and build of Interflora’s brand new e-commerce platform, tailored to deliver Florist's Choice as the first buying choice. Since launching, conversion rates have improved on both mobile and desktop, generating significant increases in revenue—with some tests uplifting orders by 28% per session. Tests per month have ramped up by 22% as continuous performance improvements are made based on data and insight.

Software AG is the second-largest software vendor in Germany. But while industry analysts consistently rank them as market leaders in the connectivity category, they had virtually zero unaided brand recognition outside of EMEA. Their competitors (think Google, Microsoft, and Salesforce) were famous and loud. And to make matters worse, Software AG had already caused confusion and an inconsistent brand experience among their audience by using multiple taglines and sub-brands in-market – making brand recall all the more difficult. The challenge was to find a way to grow their brand presence in North America so they could increase consideration and be ‘invited to the dance’ more often. With an end goal of creating 70 influenced opportunities, Transmission recognised the chance to create something special. Our answer was to craft a full-funnel, integrated 1:Many Account-Based-Marketing motion that connected brand to demand – providing a seamless customer experience designed to give us multiple touchpoints and engagements across the funnel to enable greater optimisation and reporting. An inspired approach to audience-segmentation meant we could filter Software AG’s target account-list by intent and firmographic relevance. And when paired with an eye-catching creative wrapper highlighting Software AG’s ability to deliver seamless connectivity and its benefits, we could ensure our landed in the best way possible, at the best possible time. The two elements worked together to deliver some exceptional results. The campaign smashed expectations to deliver $13.9M in pipeline, 118 influenced opportunities across 90 accounts, and over 5,000 leads – emphasising that seamless really is more.

To promote ABB’s solutions for electrifying mines and improving sustainability efforts throughout the globe, we created a campaign centered around poignant stats and the simple truth that “Electrifying your mine also improves the world beyond it,” featuring provocative split-screen images of mining shots paired with the positive effects of mine electrification.

Airbus approached Gravity to develop a brand platform that captured their newly penned purpose, “Pioneering sustainable aerospace for a safe and united world”. This purpose took a more responsible positioning, moving them away from the industry-wide product & feature-led marketing and onto a global platform that focuses on human experiences and outcomes, to demonstrate how Airbus’ aerospace innovation and drive can help improve society and the future of the planet. Our task was to create an outward-facing construct that articulated this purpose in a meaningful and engaging way; resonating with all stakeholders. Ultimately, we needed to create a new voice to stand out and lead the growing chorus of sustainability – showing that Airbus recognises they have a vital role to play in the world’s ongoing push for sustainability and responsibility. Our approach was to lead with an invitation in the form of the creation of a shared belief / movement. Giving Airbus a pivotal role in making change happen, to ensure the world continues to benefit from the advantages that the current and next generation of aerospace bring. THE WORLD IS A BEAUTIFUL PLACE A big idea that recognises – despite all its challenges – the world is an amazing and beautiful place, and as such it’s worth protecting and preserving.

Ingredion supply ingredients and recipes to manufacturers who make the food we buy in supermarkets. These food manufacturers need to make their products delicious and healthy while still making a profit. That’s a difficult balance to strike. To prove that Ingredion could help manufacturers achieve this balance, the Delightfully Balanced food campaign was created. At the center of the creative solution was the balanced food photography showing delicious-looking food – delightfully balanced. The art direction was real food balanced in extraordinary but physically possible ways. This shoot was completed entirely by Art Director, Russell Suthers, who also happens to be a great cook and food stylist, and Photographer, David Croucher, who can expertly solve any placement and lighting challenge. They had to come up with creative solutions to defy gravity. They used clamps, they used sticks, they used wire and anything else to hand. Each composition was a race against time to capture the shot while the food was still fresh. The team insisted on using food in its natural state and banned tricks of the trade like food substitutes and stabilizing sprays. To make it more challenging, they had to shoot each concept twice in a horizontal and vertical media arrangement. All the effort paid off with a campaign that exceeded target results.

In a post-pandemic world, businesses have changed the way they buy and use IT equipment. For many, the traditional office remains, but for most, remote working and hybrid working are here to stay. As a result, Canon Europe had to rethink how it sold to customers, taking into consideration different market nuances across 14 regions. Enter Hybrid working in Action - a full funnel content marketing campaign which cuts through a very noisy space by putting illustration and imagery at the heart of the creative.

This is an example of service innovation, brought to life in a creative, high-impact way, which stood out from the crowd and contributed to immediate new client wins… International business law firm Addleshaw Goddard was an original pioneer in the field of helping clients to use litigation funding to defend their rights. But in an increasingly competitive sector, the firm further enhanced its service to create the most comprehensive litigation finance proposition in any law firm. And then it brought that proposition to life using communications unlike anything else seen in the legal sector. Their imaginative and impactful communications helped tell the story of how Addleshaw Goddard helps its clients to protect their interests and free their balance sheets. And their truly client-centric proposition and arresting communications resonated with the market. It received independent industry praise, demand for the service has now expanded beyond its original market, and the firm has attracted multiple new prestigious clients, achieving a strong return on investment.

What happens when you bring a globally renowned photojournalist to one of America’s most iconic food and beverage companies? You get the magic of the rebranded Portland Bottling Company. The Portland Bottling Company has been a fixture of Portland for nearly a century, building and maintaining a legacy as one of the region’s most reliable manufacturers and employers. Today, Portland Bottling Company operates out of multiple locations including its brand-new, state-of-the-art facilities, strategically located just beyond the city in Clackamas, which opened in late 2020. With its new faculties, Portland Bottling company needed a new brand and website that lived up to its cutting-edge, technology-driven operations. It charged agency partner Park & Battery with developing the new positioning, design and site – including video and photography that captured the innovation, culture and energy of this dynamic company. A new logo, with a strong, modern typeface hosting Portland’s iconic Mt. Hood, created the foundation for the brand. This was paired with dramatic photography and videography created in partnership with documentary photographer and photojournalist Chris Dilts. Dilts served as the campaign photographer for President Barack Obama's 2012 re-election campaign, as well the 2021 inauguration of Joe Biden and Kamala Harris. His photojournalism style brought an authenticity and humanity to the brand; you can feel the passion, dedication, expertise and texture of the Portland Bottling Company’s people and the remarkable innovation of its advanced facilities. The rebranding has galvanized the Portland Bottling Company’s team, customers and prospects alike, not to mention its business.

Mentimeter, an interactive presentation tool, wanted to impact their brand awareness in Seattle, to increase adoption at some of the world’s largest corporations based in the city. But how do you get corporate employees to care about a presentation tool? We decided to tap into one of humanity's most common phobias - presenting. For people being afraid of presenting, meeting rooms are some of the scariest places on earth. And as one of the busiest tech metropolitans in the US, Seattle is a city filled with them. Our campaign set out to show how Mentimeter can help turn scary presentations into meaningful conversations, thereby changing the power dynamics and making the presenter more confident. The creative concept created a horror story version of some of the most well-known meeting rooms in the city. The 360 campaign contained film and imagery for social and digital, and well-placed outdoor units. Based on specific offices the units were very targeted in visual expression as well as placements based on the locations. We published the report “America in presenter mood”, investigating how the pandemic has affected feelings about presenting and how workplaces can work around the phobia. The report created discussions in earned media. The campaign saw an +29% increase in Aided Awareness and a big uplift in Preference of +80%. It resulted in 45 earned articles, with an estimated reach of 492,537,500. Brand search during the campaign increased 200%, and 49% after the campaign. YoY registration was up 26% during the campaign.

Every 19 seconds a cyber-attack is launched on the UK. It’s vital that British businesses put security top of the to-do list – whether they’re a neighbourhood cafe or a major corporation. The challenge was twofold. One, get people to reassess BT’s cyber-security credentials. And two, act on that to find out how BT can help them protect themselves, their customers, and their reputation. The two elements were connected by a simple strategic thread: By the time you’ve had a cyber-security breach, it’s too late. So talk to BT now. What followed was unexpected, emotional, and effective. High-impact digital spaces were taken over by a cavalcade of cute puppies, kittens and bunnies. Each bringing a polite warning of an imminent cyber-attack. But the animals were only half the story. Once the would-be cyber-attacker’s ‘friendly warning’ was established, a split-second glitch gave a hint that danger lies beneath before BT secures the poster, revealing the truth of the situation – and providing the trustworthy answer. Post-campaign interviews with IT decision-makers in small and medium enterprises, corporates and public sector revealed a 9% increase in agreement that BT “Has the strongest security credentials”. And people who recalled the ads were more likely to consider BT and pick them as their first choice.

Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kick start conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.

Six years of running ABM programmes had shown O2 Business that results improve over time, but in order to get a jump on the competition, they couldn’t rely purely on organic improvement. The team needed a bold new approach that would further increase deal sizes and improve closed-won conversion rates. The answer, they decided, lay in an unprecedented granularity of contact-level insights to fuel advanced, martech-driven personalisation. Within their top tier accounts, important contacts were identified, categorised, researched, mapped and put through psychometric testing. The results were used to produce go-to-market plans streamed by contact type and fuelled by dynamic content which generated individual messaging variants..

Born on the historic Mississippi River, the American Queen Steamboat Company was an icon that had gotten stuck. Although its parent company, Hornblower, had acquired ocean and lake cruises, the pandemic hit, taking a deep toll on travel in general and cruising in particular. Travelers were cautious, and travel buyers (travel agencies, travel management companies, leisure operators) were in a truly precarious position: Would the pandemic irreparably harm the cruising business forever? When American Queen turned to us to transform their business, we needed a way to get the brand “unstuck.” After delving deep into the future of travel and its implications on the B2B audience, we found our solution in the paradoxical insight that “motion creates connection” and the brand idea that “discovery runs deep.” This strategy inspired us to invent a data-driven design system, “Nauticode,” that fundamentally changed not only the American Queen brand but the experience itself. Nauticode used nautical data from each journey to shapeshift the brand’s paddlewheel iconography according to the boat’s movements, ports traveled to, and times at port. Such a creative use of data delivered the novel experiences B2C travelers had been seeking and that our B2B travel buyers were only too excited to provide.

Headspace needed a creative and effective way to renew key corporate subscriptions of its Headspace for Work employee benefits product. This was essential to sustain revenue and its market leader position. With help from Hotwire, Headspace for Work created a vibrant, engaging, hyper-personalised customer retention campaign that made it impossible for its large corporate clients to cancel their single-year subscription – even as the global workforce, returned to the office post pandemic. As a result of our pilot campaign, Headspace for Work saw a 19% growth on expected retained revenue year on year.

Context: The tragic killing of George Floyd in 2020 triggered demands for change. Suddenly it wasn’t enough for organizations to talk about equality; they had to act. But six months on, little had changed. Insight: Our global survey of 5,000 business leaders, supplemented with employee opinion insights from our 1.7-million-person database and diagnostic work with clients, revealed that 83% of organizations had accelerated diversity, equity, and inclusion (DE&I) efforts, but results were lacking. Businesses were focusing on recruiting diverse talent, updating non-discrimination policies, deploying DE&I training. Not on developing underrepresented talent or providing equitable access to advancement. That’s the inclusiveness part of the puzzle, and it’s essential. Our analysis of 3-million leadership assessments also revealed that only 5% of leaders match the profile of an inclusive leader, therefore most businesses were lacking the skills to drive DE&I forward. No surprise little had changed, which was unacceptable to us. Solution: So, we challenged ourselves to help businesses turn their words into actions. Through a multichannel content campaign, we educated our audience on how to develop inclusive leaders and build a truly diverse, equitable, and inclusive business. We provided insightful, emotive content to inspire. We created actionable content that provided a roadmap for businesses to make real impact. And we positioned our data-led digital and advisory solutions to tackle their challenges head on. Impact: This campaign exceeded all marketing and revenue goals as well as qualitative metrics, such as Gartner naming "The Five Disciplines of an Inclusive™ Leader" a must-read business book.

In a declining B2B marketplace, it takes a truly exceptional content campaign to outstrip targets for marketing-qualified leads (MQLs) and orders. But that’s precisely what LeasePlan UK (LPUK) has delivered with Electric Moments. Building on extensive research – designed to identify the obstacles preventing businesses and their drivers from choosing electric vehicles (EVs) over traditional combustion engine cars and vans – the fleet leasing firm developed a multi-layered content marketing strategy that would later be recognised as the most successful campaign in LPUK’s history. Having generated 169 pieces of press coverage – with different stories targeting B2B readers through a range of national, regional and trade/business titles – LPUK’s marketing team created an innovative online hub featuring more than 80 items of multi-channel content, before partnering with a well-respected EV authority/advocate to host a radio day and produce a series of educational videos that garnered more than 147,000 views. Importantly, the team also designed four innovative, interactive online tools – each engineered to give people the confidence to switch to electric – before developing bespoke versions for LPUK’s broker community, thereby supporting indirect clients, too. The impact has been nothing short of exceptional. Lauded as a “lighthouse” campaign by other LeasePlan marketing teams globally, Electric Moments has delivered an ROI of 538% while surpassing targets for MQLs and corresponding EV orders in LPUK’s direct B2B channel by 121% and 122% respectively. Leads in the indirect (broker-led) space have meanwhile doubled, with an acceleration in order run-rate of 142% year-on-year.

A major transformation in how we fly is being imagineered by Embraer to achieve net zero by 2050. Embraer, has pledged to solve this enormous industry challenge and their goal was to share their vision with the global aviation community. In late November 2021, they unveiled four concept regional aircraft powered by new propulsion technologies and renewable energies. Gravity Global was tasked with launching this exciting programme – and how it was presented to a worldwide audience needed to be as bold and innovative as the concept aircraft. As well as creating the ‘Energia’ name and an eye-catching aircraft livery, the Gravity team developed a full campaign including PR, content and social, culminating in a spectacular webcast event, broadcast live from studios in Sao Paulo and London! Each of the Energia aircraft were shown as 3D holograms for impact. This campaign deserves to win, as it achieved its objective of positioning Embraer as a leader in aviation sustainability and by using the latest digital techniques captured the imagination of the aviation industry without having to show physical aircraft. The programme successfully achieved market engagement for the Energia programme, improving positive sentiment for Embraer and leadership in sustainability from 28.71% to 70.88%

The new Profit Hunter campaign was designed as a showstopper creative idea for Embraer to generate brand fame internationally as awareness of Embraer was low outside of the Americas. Today the campaign is the most talked about campaign in the aviation industry and it continues to excite and engage its global audiences, outperforming the might and spending power of giants like Boeing and Airbus. The new ‘Tech-Shark’ campaign started life as an animation and then became the actual livery of the Embraer Profit Hunter aircraft designed for the first live air show event held in Singapore in February 22. The campaign was activated across all channels-paid, owned and earned. Top of funnel activities included paid digital, trade press, DooH, social, PR, webinars, experiential activities, video, website, and using the aircraft itself as a flying poster site. Middle of funnel activities included, webinars, website, whitepapers, customer presentations, experiential events. Bottom of funnel – a customer demo tour of Asia Pacific as well as a customer event at the Singapore Airshow The campaign outperformed across all KPIs – reach, engagement and brand sentiment making Embraer the world’s most loved aircraft manufacturer – as well as gaining a $10bn order book too!

HSBC is deeply commited to small and medium-sized businesses (SMEs). We’re here to support SMEs, to connect them to our global network, and give them the tools and information they need to succeed. As we emerged from the pandemic in 2021, we wanted to demonstrate how we could help SMEs to rebuild their business and create new opportunities, at home and abroad. We knew how valuable peer to peer connections were to them, and we wanted to help them connect with likeminded businesses across markets, all over the world and help them foster new business opportunities with each other. Our insight told us they also wanted to know how sustainability, digital innovation and international trade could be leveraged to scale and grow their businesses. So, we wanted to give them unrivalled access to experts, interactive panel discussions, keynote speeches, and practical workshops, to help make sense of the challenges and seize the opportunities. And we did, with a first of its kind 3-week global virtual event in May 2021, packed full of rich content that we packaged for evergreen use in a custom online hub that also fostered networking opportunities. Beyond the event itself, we nurtured our SME audience across a variety of channels to prolong and extend the knowledge sharing originally enabled by this thought leadership.

A first for Sitecore, Sitecore Santa merged comedy with tech in a video series launched during the busiest time of year: Christmas. The content, which was executed in three weeks, introduced the C-Ho-Ho, Santa, and his helpers, by giving viewers a workshop tour. While Santa is the jargon-speaking ‘face of the business’, Santa’s helpers work behind the scenes, to create ultimate customer experiences – just like Sitecore. Supported with paid activity, the campaign generated 1m+ impressions from a niche marketing audience; 126k more video views vs forecast; 44% higher view rate vs forecast; and 553k+ total video views.

At Virgin Media Business, we believe that with the right technology, there’s no wrong way to work. That’s why we created a campaign empowering employees and businesses to understand, embrace and celebrate their working styles – improving productivity, profitability, and staff satisfaction. Through our research, we discovered five working styles: Modernist, WFHomer, Nomad, Smart Casual and Purist. We then devised engaging, gamified ways – from quizzes to AR Instagram filters – in which people could discover the styles they most relate to, and in what percentage. We promoted this content primarily through video across all our digital channels, and collected users’ details so we could target them with valuable information relevant to their role. This included gated thought-leadership pieces, written to help businesses support their staff appropriately based on their working styles. As well as giving employees the opportunity to learn and speak up about their working style, and guiding businesses to get the best out of their staff, we also managed to effectively communicate Virgin Media Business’s offering. And our results say it all: we achieved over 250,000 employee quiz views on LinkedIn, over 150,000 views in week three (with over 130,000 on Facebook alone), and impressive engagement rates. While we’re proud of these figures, we’re also delighted to have been able to support individuals and businesses as we navigate the ‘new normal’ and ever-changing world of work, together.

Adobe Field Trip is an annual experience for Adobe employees’ families that showcases the best of Adobe creativity, culture, and community. Created to educate and inspire, it’s a blend of art and science, craft and technology. For Adobe, it’s an opportunity to showcase its values, build employee brand affinity, foster community, and promote wellness. In 2021, Adobe was still in full work-from-home mode, so we created a completely original, half hour broadcast-quality children's TV show and companion web-based experience that blended live-action with bespoke illustration, animation and theme music. Throughout the show, our real and animated co-hosts met a diverse cast of guest experts, including NASA rocket engineer Tiera Fletcher, deaf content creator Sheena McFeely, and young crayon activist, Bellen Woodard. We also included follow-along exercises promoting wellbeing, including stretching, meditation and making healthy snacks. The show included a sign language interpreter, and real-time chat prompts that invited families to talk about the show while they watched. The story continued on the Adobe Field Trip website, the Adventure Portal, where kids could explore the same worlds they’d seen in the show. This online activity hub was rich with dozens of lessons, exercises, and videos, all as fun as they were educational - over 90 minutes of content! From show to site, Adobe Field Trip inspired kids to embrace their curiosity, imagination and sense of discovery. The show and site surpassed 138% of our client’s goal attendance, bringing in families from 10 countries, for a total of 4100+ participants.

The Challenge: Microsoft needed to bring together Channel Ambassadors from across North America. With safety concerns looming, they were forced to do this virtually but needed to combat webinar fatigue. The Approach: Our solution? Host the event on a private island – in the metaverse. Channel Ambassadors were invited to the island. They signed up and received all instructions needed to create Avatars and join ‘the world’. Attended joined live keynote sessions, personalized breakout paths, and team building activities including scavenger hunts, charades, and even boat racing. The Result: 2X attendance rate benchmark achieved 128% of attendee stretch target achieved

The Brief: EY’s global ambition and strategy for creating long-term value had high awareness and commitment. However, a significant number of employees didn’t understand what they needed to do differently to connect their day jobs to the strategy. Our brief: inspire, engage and motivate EY’s 365,000 global employees and bridge this gap. The Strategy: In the corporate world, employee engagement initiatives need to be inspiring. The risk is people don’t engage fully, messages don’t sink in, desired behaviours aren’t adopted. So we rooted our strategy in a fundamental human driver – the desire to play. Co-creating a digital platform based on gamified teamplay and fun. The Creative Solution: The NextWave Elevator Challenge – a gamified, 360-degree viewable team experience. The elevator transports teams to different environments where they play interactive games, watch films and solve puzzles – all built around the strategic pillars of NextWave. And we used behavioural science and gaming psychology to help drive the required behaviour changes. The Results: The experience is currently being deployed in a phased approach across EY. Results so far have been exceptional. More than 35,000 people have completed the challenge. Our key feedback metrics of engagement, realisation and understanding all score above 4/5. Sentiment from thousands of Yammer posts has been overwhelmingly positive.

Climate change is an enormous challenge – and sometimes it can feel overwhelming. It can be hard to engage and educate our people, helping them to see that together, we can drive positive change and that everyone has a role to play. So, we decided to work with immersive theatre agency SWAMP MOTEL to create a virtual experience that would help to educate our colleagues and get them to see the possibilities that exist for businesses in a net zero world. And the role they can play in getting us there. We distilled thousands of pages of Deloitte research and thinking into an exciting 45-minute online experience that was inclusive and accessible for a variety of different audiences and levels of understanding of climate issues. Something that could be used individually and in groups, virtually, and in hybrid/in-person events with our clients and people. Following the success of the virtual experience, we built an in-person version with actors, and an immersive set design. We took the experience on tour, hosting weeklong events for employees at seven of our major offices all around the UK, creating an experience that went beyond regular training. To date more than 1,200 people have completed the virtual experience, with a further 750 completing the in-person experience. Feedback has been overwhelming positive with an average rating 4.6/5 stars. We also have some positive Net Promoter Scores – 62NPS (rated as excellent) when asked if they would recommend to a colleague, friend, family member or peer.

The rugged device category was typically marketed by depicting tough industry environments where standard devices fail. And category campaigns typically ran in publications and media related to those industries. By 2021, these conventions made category players indistinguishable. Panasonic TOUGHBOOK’s leadership was in danger of being diluted. We needed to break away from convention. As we planned for 2021, we realized we could focus on a new definition of toughness—resilience in the face of change. COVID-19 had changed the game for Panasonic’s TOUGHBOOK customers. Overnight they had to mobilize a remote workforce while implementing new tech solutions on the fly. We actively shifted away from convention to redefine “toughness” as determination, perseverance, and adaptability. And we celebrated women working in these rugged industries, instead of focusing on men. With constant pressure to meet higher societal and work expectations, women exemplify that there’s strength in resilience and resolve.  To break from convention in our media targeting, we needed to ensure that our messages stood out from the clutter of the category. We focused on audience pain points and used programmatic buys so that we intersected with our audience where they live online to cut down competitive noise. We used advanced programmatic platforms to drive high impressions and bring landing page visitors through multichannel reach, retargeting, and optimized messages, amplifying our impact. These tactics doubled click-through rates and engagement, drove page visits, and tripled time on page by increasing the quality of our targeted audience and reaching them outside of a cluttered environment.

Despite what Google says, the cookieless future is here already. Chrome has given third-party cookies a stay of execution until the end of 2024, but B2B marketers that are not building and testing cookieless strategies against their accustomed cookie-driven methods risk being left behind when the axe comes down. A painful last-minute transition from old methods to new is not an option for a market-leading tech services provider like our client. Its commercial division was keen to run contextual strategies head-to-head against cookie-based behavioural ones. For that reason, its agency tasked digital services partner Hybrid Theory to build an awareness campaign across three key European markets – France, Germany, and the UK – using video and display advertising. In a straight fight, contextual strategies outperformed behavioural in most cases. In brand and attention studies to measure the wider impact of our strategies on brand recall, brand favourability and attention, our client was the most favoured brand, with the best brand awareness vs its competitors and 155% uplift from the contextual campaign alone. These results signal the ability of Hybrid Theory to create cookieless campaigns capable of beating traditional routes – and also challenge the received view that cookieless still has a long way to go before it is able to deliver real results.

Acora, an unknown IT services provider, embarked on a mission to reimagine its category and create a new normal for the industry. For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for its customer. For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put its name on the map, creating an industry first, category defining service that changed business culture and moved with the times. We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services. The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Acora’s share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just four months.

Reflect Digital’s client, Opayo, was looking to increase overall conversions in channels that differed from their typical paid search campaigns, without compromising on cost. Working with StackAdapt as a programmatic partner, Reflect Digital was able to drive quality site traffic and keep costs low as they beat their performance benchmarks

A brand new editorial launch blended Iberdrola’s expertise in the energy transition with the Financial Times’ editorial excellence. Iberdrola wanted to cement its place at the head of the transition, which the FT sought to accomplish through visual formats. Energy Source is the curation of the FT’s best-in-class energy journalism, with an engaged community for clients to engage with, and the Energy Source team wanted to harness video to expand their coverage. This partnership aimed to bring the newest, most exciting energy advancements to our audience. A bespoke marketing plan aimed to drive high quality views from the FT audience, while extending the series’ reach to new audiences on social and video platforms. Having worked with Iberdrola since 2019, the FT was perfectly placed to leverage audience data from past campaigns, while harnessing Energy Source’s existing audience of senior leaders for its newsletter, energy coverage and opinion pieces. The launch was organically promoted across FT.com, alongside four million marketing ads on FT.com, promotional emails to FT readers and five print FT ads. The series surpassed its target by 42%, delivering 566k video views and reaching 41,793 unique users. We achieved close to 400k views on social, 7,771 engagements including 774 shares and 1,482 comments, 14.5m impressions and 25k clicks through to the hub. Average view duration was 167 seconds, surpassing the FT Channels benchmark. We delivered a total of 5.5m marketing impressions - 37% more than planned, providing additional marketing worth £67,500.

Following a successful acquisition in 2020 by Danaher Corporation, GE Healthcare Life Sciences was rebranded as Cytiva. A company with a rich history in providing critical high-end products and services to the pharma and biotech industry, was rebranded and no longer a part of the renowned GE conglomerate. Partnering with Wavemaker, Cytiva set the challenge to break through against the competition’s messaging and assert Cytiva as the standalone industry leader in advancing therapeutics of today and the future. To be noticed and perceived as a thought-leader in a competitive marketplace, we needed to inform, educate and inspire our target audience. We know that content and partnerships build culture and trust with audiences. We therefore identified mission led publishers, who could help present Cytiva as a leader in advancing therapeutics via rich and immersive storytelling formats. After a vigorous briefing process, we felt The New York Times’ and CNN’s ability to craft and re-imagine captivating stories would be perfect for reaching a time-poor academic and scientific community at scale. The two critically acclaimed partners approach to the brief provided a platform for Cytiva to communicate their proposition in a distinct and unique way versus their competitor set. A key measurement of success was shifting brand perception, increasing salience and brand awareness, demonstrated clearly in the results that were achieved.

This year, we had a mission to find a content creator that could reach, educate, and inspire SMB audiences while bringing the creative, immersive and fun TikTok experience to life – and we found our ideal collaborator in T Brand, the content studio of New York Times Advertising. Through custom ad units and an educational landing page, we provided small businesses with the opportunity to gain increased visibility in one of the most notable publications in the world — and along the way, encouraged, inspired and motivated millions of Times readers to use TikTok as a powerful tool to drive business success. Ultimately, this one-of-a-kind creative campaign drove 28M total global media impressions via custom ad units, 130K clicks to learn more and 164.5K custom landing page views. In a Brand Lift Study run throughout the campaign, we also saw perceptions lift across the funnel. In Brand Study results, Ad Awareness and Brand Favorability both saw double-digit significant lifts of +12%. Further, overall Aided Awareness of TikTok was above 80%. The campaign also drove nearly double-digit lifts in 10 out of 12 brand attributes measured.

Mastering the education market with a top-of-class presence at Bett With a renewed focus on the EdTech market, Samsung launched its Galaxy computing range in 2021—a time when education was transforming and technology was becoming more prevalent in helping teachers engage with students. With schools increasing their focus on digital learning, Samsung was keen to gain the trust of key decision makers and establish itself as a sector leader. Samsung wanted to show its commitment to improving educational outcomes with its connected ecosystem of technology, tools, solutions and support. The best place to do that was at the high-profile British Education Training & Technology Show (Bett). We wanted to create a stand-out appearance and build trust in Samsung’s ecosystem—by showing, not telling, how technology can maximise connections between educators and students, in the classroom and beyond. We created a multi-sensory stand showcasing Samsung’s entire ecosystem of products—from computing to mobile and display. Live lessons throughout the event demonstrated how simple it was to deliver personalised learning, based on students’ needs and abilities. Meanwhile, an interactive touch-board wall enabled attendees to discover the best solutions for their specific educational needs. Data capture was achieved by inviting attendees to sign up to win a complete classroom experience. In addition, attendees were given the opportunity to win a Flip digital whiteboard every day. Samsung’s presence generated huge interest—there were thousands of stand interactions, 1000 new contacts were added to the database, and strong sales delivered an ROI of 9:1.

Climate change is an enormous challenge – and sometimes it can feel overwhelming. Sustainability experts in major businesses tell us they struggle with exactly this engagement – helping people see that together, we can drive positive change and that everyone has a role to play. So, we decided to work with immersive theatre agency SWAMP MOTEL to create a virtual experience that would help our audiences to quickly see the possibilities that exist for businesses in a net zero world. And the role they can play in getting us there. We distilled thousands of pages of Deloitte research and thinking into an exciting 45-minute online experience that was inclusive and accessible for a variety of different audiences and levels of understanding of climate issues. Something that could be used individually and in groups, virtually, and in hybrid/in-person events with our clients and people. Following the success of the virtual experience, we built an in-person version with actors, and an immersive set design. We took the experience on tour, hosting weeklong events at seven of our major offices all around the UK. To date more than 1,200 people have completed the virtual experience, with a further 750 completing the in-person experience. Feedback has been overwhelming positive with an average rating 4.6/5 stars. We also have some positive Net Promoter Scores – 62NPS (rated as excellent) when asked if they would recommend to a colleague, friend, family member or peer.

Google Marketing Live EMEA was the chance for Google to rethink and reframe hybrid events, encompassing a people-first philosophy - to engage, inform and entertain in a way that met and exceeded its audiences’ evolved expectations. Wonder applied its philosophy of ‘whole-self design’, creating product experiences that encouraged exploration, networking moments that fostered togetherness and stimulating conversation that delivered longtail value. A return to live through a refreshed outlook that helped build relationships, product understanding and future pipeline - all whilst hitting Google sustainability goals - GML EMEA 2022 represented the new benchmark for people-first business experiences.

We persuaded several major supermarkets to enter conversations with RNIB about adopting a barcode-like format that converts product packaging information into audio descriptions for blind or partially sighted people. To make accessibility a priority for supermarkets, we needed to ignite a public reaction of injustice. We needed to make society feel the importance of the issue. Our crucial insight was identifying that a lack of exposure to the experiences of sight loss was a key blocker to public empathy. So, our idea was to simply expose the public to the experiences of sight loss in the supermarket, and roll the cameras. Our experiential stunt was a pop-up “grocery shop”, featuring supermarket products - including a pack of biscuits, a smoothie and a cleaning spray - in blank and uninformative packaging. We hosted key supermarket stakeholders, who experienced first-hand the challenges of shopping without sight. And fly-on-the-wall cameras captured public reactions to inaccessible packaging. We edited the footage to mirror the real-life everyday experiences of blind and partially sighted people, creating a powerful, authentic and emotive campaign film. The public’s emotional response to the campaign exceeded targets, and by the end of the period, six supermarkets - and eight other corporate giants - were in conversations with RNIB about adopting the accessible format. Proving how capturing real emotion at a live event can directly trigger business action.

The marketing strategy for the 15th annual TCS Summit Europe, hosted in Lisbon, Portugal, encompassed the new thought leadership framework around TCS’ vision for the future of sustainable enterprise. This focusses on the role of experience, innovation, and resilience in delivering a more equitable future for all. With the Covid-19 pandemic making this the first TCS Summit to be held since September 2019, the event was more reserved in nature, in line with ongoing travel restrictions and public health guidance. It continued to follow the established three-day format, with panel discussions and several keynote speakers, alongside networking and sporting activities. This year also saw the addition of five TEDx-style leadership conversations. The consensus was the Summit symbolised the welcome and long anticipated return of in-person events. With a short project runway of eight weeks, and despite fast evolving geopolitical events, it continued to exceed the expectations of both customers and TCS executives alike. In total 112 clients from 76 companies and 14 countries attended the three-day leadership conference. TCS Summit Europe 2022 elevated the client experience, by using an agile working environment to create a stimulating event atmosphere, deliver meaningful conversations and build a welcoming environment for long lasting business relationships with our customers.

For the Department for International Trade (DIT), Expo 2020 Dubai was an unprecedented opportunity to build new economic ties and uncover export opportunities in the Gulf states. But the objective was grander. This six-month international expo extravaganza would promote the UK as a prime destination for tourism, a cultural powerhouse of music and arts, a leader in education, creativity and innovation. For Bray Leino Events, the task was to conceive, design, produce, deliver and manage an ambitious events programme that landed each of these objectives. To encapsulate a nation. A significant undertaking for any team. This was a project that began in 2019, was delayed, then repeatedly disrupted, made exceptionally more complex by the pandemic. Regardless, we delivered over 300 separate events over the six months of Expo 2020 Dubai. We engaged big business, small business, education establishments, industry associations, global sporting mega-stars, artists, musicians, celebrities and royals. We delivered thought leadership summits, and music festivals. We showcased what’s great about the UK. The success of this herculean project can be measured in economic benefits to the UK, in new export trade deals for the UK business involved, and in the indelible cultural impression we left on Dubai.

Yahoo DSP summit is to promote our cookieless total solution. The theme "Fearless Marketing" comes from the cookieless crisis and COVID threat. This event includes 50-min DSP/cookieless speeches and a 20-min charity concert for the disadvantaged affected by COVID. We used virtual production 2.0 to create this immersive virtual event. Yahoo TV is the first to use this technology to create AR + Simulation to shoot environment and it's without any post production efforts. Everything can be revised concurrently and confirmed on site while shooting. The concept "Fearless" was interpreted by the perfect sync between the LED background and AR objects. After the summit, 94.3% of attendees agree Yahoo TV is leading in advanced AR production and 94% of them would like to increase Yahoo DSP solutions spending. “ Yahoo shows unparalleled ambition in immersive technology ” Chris Chen, the CMO from ezTravel said.

“Any sufficiently advanced technology is indistinguishable from magic.” At our interactive booth at Mobile World Congress (MWC), we transported prospects into a future that might have inspired the quote by Arthur C. Clarke above. Then we pulled back the curtain, and revealed a clear path from here to the future they had just seen. Our goal was for prospects to leave with one message: Capgemini unlocks the power of technology to help us get the future we want. Here’s how we gave form to highly complex solutions: We presented our technologies through the innovations they enabled. During the days of the event an autonomous vehicle made its way through the streets of Barcelona. At our booth stood a twin stationary car. When guests sat inside, they found themselves transported virtually to the front seat of the autonomous vehicle. When they looked up they saw a taxi drone, featuring our work to enable the first flying autonomous taxis. These innovations were possible thanks to the technology on offer. At our booth guests took a virtual journey from the car to the drone and to other 5G use cases. They experienced our ingenious digital lab, AI and network solutions, digital twins and sustainability. The booth at MWC was the climax of a communications journey that started much earlier, and continued after the event. We gave form to invisible data solutions, and we persuaded our prospects to think past the sale – years past – and visualize a future of partnership.

The American Queen Steamboat Company was famously rooted to place: it had deep associations to the lore of the great Mississippi River. But in the pandemic, no cruise line was being talked about positively. And the concept of travel itself faced profound uncertainty. The good news was that American Queen had news to share. Its parent company, Hornblower Group, had acquired lake and ocean cruises – giving it a portfolio that its B2B audience of travel buyers (travel agents, travel management companies, leisure operators) could talk to travelers about. Hornblower turned to us to rebrand American Queen. And what we developed was a brand idea that fueled not only a new design system, “Nauticode,” but also a new communications ecosystem: instead of being anchored by location, American Queen would come to life in ways that were as dynamic as American Queen journeys. By letting the brand go where it had not been before, we ensured American Queen went where it deserved.

With its AI-powered technology, Juniper Networks has a powerful edge over its competitors. The ability to resolve issues before they occur means IT network operators can Demand More from their infrastructure. Juniper’s omnichannel Demand More campaign, in turn, invested with incredible effect to generate a highly efficient, accelerated funnel while delivering robust enterprise revenue growth. This brand-to-demand campaign used break-out placements on CNN and Sky News for the company’s first-ever TV ads, delivering uplifts in brand perception and consideration. This activity dovetailed with sponsorship of the Aston Martin F1 team, vastly increasing engagement with C-suite IT decision makers, and massively expanding the brand’s penetration across TV, digital, social and experiential channels. This global campaign was augmented by thought leadership, with articles highlighting the role of IT networks, appearing in venues from The Wall Street Journal and The Economist to Wired and Handelsblatt. Meanwhile, cutting-edge digital activity turned share of mind into share of wallet. Micro campaigns were executed around thought leadership, TV ad flights, the F1 sponsorship, and competitor events like Cisco Live and Aruba Atmosphere. Advanced, data-fueled media planning aligned channels, tactics and content to maximize funnel conversions. This was B2B omnichannel marketing at its best, as demonstrated by these results: • Brand familiarity up 12% • 75% increase in demand CTRs • MQL-to-SQO conversion up 120% • 51% growth in Enterprise SQOs The Demand More campaign had a huge, positive effect on business performance, with YoY enterprise revenue growth of 38% and share price gains of 48%.

The Lightbulb List is a simple yet powerful example of how B2B organisations can use a multi-channel campaign strategy to stand out in a sea of corporate sameness. With the world’s biggest brands fighting for attention at COP26, we decided to tackle climate fatigue by focusing on the bigger picture instead of pushing our own agenda. We used the power of our network to ask some of the most influential people in the climate arena for their recommended reads. Through a diverse collection of books, ranging from autobiographies to comic books, we set out to inspire and educate people to take action for our planet. Lightbulb List came to life through an engaging mobile-first website. A social advocacy strategy resulted in some of the world’s leading voices amplifying Deloitte’s brand and underlining our climate credentials to entirely new audiences. And by partnering with the Book Fairies and sending copies of the recommended books to our partner schools it created a platform for Deloitte to show up in interesting, unexpected and differentiated ways, blending the digital and physical worlds. The Lightbulb List helped Deloitte to become a catalyst for climate action – using the power and influence of our brand to do good, give value and inspire people from the boardroom to the classroom.

Acora, an unknown IT services provider, embarked on a mission to reimagine its category and create a new normal for the industry. For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for its customer. For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put its name on the map, creating an industry first, category defining service that changed business culture and moved with the times. We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services. The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Acora’s share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just four months.

Going into the summer of 2022, LinkedIn Marketing Solutions (LMS) had big business ambitions, but an even bigger brand problem. Our unaided awareness was significantly lower than digital advertising competitors. To turn this problem around, we repositioned LinkedIn as the place for B2B marketers. We knew that B2B marketers help power half the world’s economy, but the digital platforms they use most (Google, Facebook, YouTube, Amazon, and Twitter) are designed with B2C in mind. This insight helped inspire our big idea: Make B2B everything it can be. The campaign showcased that B2B is anything but B2Boring with LinkedIn, helping redefine the category and LMS’ place in it. As the platform that’s built for B2B, we showed how LMS helps enable the results, relationships, respect, creativity and brand building B2B marketers seek. With our ‘B2Brand building’ idea defined, we needed to make sure it reached the right audience. We launched the campaign using contextually relevant digital and print (The Drum, AdAge, Adweek, Entrepreneur, and the WSJ) in addition to advertising in marketer’s office elevators. Making B2B everything it can be also inspired us to bring the campaign to the world’s biggest festival of creativity: Cannes. We did more than just advertise at the event. We drove event programming (including a keynote from LinkedIn’s CEO, Ryan Roslansky) and launched the first ever Creative B2B Lion. In total, the campaign helped increase LMS’ unaided awareness, consideration, perception of B2B leadership and downstream digital engagement.

In March 2020, the UK went into lock down in an attempt to contain the spread of Coronavirus. Overnight UK SMEs were unable to do business as usual, or even business at all. Their survival was crucial to the recovery of the UK economy, they needed to adapt quickly to survive – to digitally transform their businesses. At Vodafone Business, we had the solutions and technology SMEs needed to thrive, but we had a perception problem – they considered us as a distant corporate rather than a credible technology partner. We needed a new communication’s platform; one that encapsulated our role and involvement in the lives of SMEs. This saw us launch our SME Champion campaign, taking bold steps to execute differently, releasing a Netflix-style event series, followed by a multi-channel campaign including a WIRED partnership featuring our very own SME customers. What followed was beyond what we’d even expected – increasing non-user consideration by 11 points, smashing our three-month traffic target by 57% and surpassing our online training sign-up target by over 13,000 people!

Toolstation had launched an all-improved app that made trade customers’ working lives better. Now they just needed their stubborn, reluctant-to-change audience to use it. We needed to identify which benefits would cut through their scepticism. Then deliver comms so perfectly timed and executed customers had no choice but to download and use the app. Forensic research led us to a simple truth: Speed. Why? Because time is money in the trade world. If we could convince customers we could help them get the job done faster, they’d give anything a go. But it wouldn’t just be about the quality of the creative but where we served it. So wherever customers were slowed we delivered speed. Whether searching through past orders, finding a parking spot, or queuing in-store. The results? 87% increase in downloads. 255% increase in app orders. 26% increase in average order value. A seven-figure leap in incremental revenue. Job done.

Mark Twain once said, “Change is the law of [our] being.” And the American Queen Steamboat Company, steeped in history and tradition, needed to adhere to that sentiment. First, there was a change in audience needs, with travel agents and travelers seeking options beyond river cruises. American Queen’s parent company, Hornblower acquired Victory ocean and lake cruises. But then the next change hit: the pandemic, which put a near stop to cruising and redefined travel for good. We knew we needed to disrupt the status quo. So we set about getting American Queen “unstuck.” With the paradoxical insight that motion creates connection, we developed the brand idea that “discovery runs deep,” and we created an innovative design system called “Nauticode” to bring it to life. With Nauticode, every American Queen experience would shapeshift its iconic paddlewheel based on the boat’s movements, ports and times at port. Because each dynamic journey would be different from any journey before or after, the B2B audience of travel buyers knew it was a novel experience that would appeal to travelers emerging from the pandemic into a brave, new world. And the booking results proved that American Queen not only embraced change but drove it to an outcome of success.

Like many organizations, the Society for Human Resource Management (SHRM) was impacted considerably by COVID-19. SHRM’s value was extremely high throughout the pandemic as they provide expertise on workplace safety and compliance among many other timely topics including remote work. However, as more people started working remotely, communicating with members became more difficult. To drive membership growth, the SHRM team had to rethink their approach. Anteriad recommended that SHRM repurpose their email program to drive new leads and engage them, taking advantage of their successful content engine. Anteriad and SHRM created an approach to email that would deliver a more targeted engagement. Anteriad also did a deep-dive analysis of SHRM’s current target audience and identified new stakeholders and entirely new audiences, including small business owners with HR responsibilities. With the expansion of email marketing, SHRM saw a significant lift in performance. In 2022, Anteriad and SHRM built on the success they created during the pandemic, and doubled their email volume over 2021, while maintaining a 4:1 ROAS. Anteriad has also helped SHRM get a 35% lift in direct mail performance by adding email touches in 2022. Email as a marketing channel has also helped to reduce SHRM’s baseline costs associated with paper, print, and postage. While direct mail is still an effective and important channel for SHRM to meet acquisition goals, it is now just one piece to the larger omnichannel puzzle.

Grant Thornton launched a new brand story in February 2020, and a few weeks later the world turned upside down. Our audiences’ needs, expectations, and habits were changing, and our brand needed to pivot to accommodate them. Research resulted in four key opportunities to drive changes needed for our brand story to not only meet the new standard but go beyond it. With a refreshed brand story, it was important first for our employees understand it and live it authentically, so it can be passed along to our external audiences. Our teams then created additional brand materials to enable Grant Thornton employees to tell our story cohesively, whether through messaging, imagery or their day-to-day behaviors.

The global pandemic changed everything about the sales experience as well as the challenges that restaurants were facing. We devised a strategy to help the McCain sales teams move beyond product sales to become restaurant business experts. In partnership with the McCain Customer Marketing team, we designed an entirely new digital portal for the sales force. The portal houses all the content, tools, and resources a salesperson might need to support their conversations with customers. This portal includes everything from product information to food service trends to training modules. In addition to the sales portal itself, we also developed new digital tools for the sales team to help guide them in their selling journey, including a lighthearted video series that made the portal less intimidating and easier to use for even the most traditional sales reps.

Customer confidence was low UK manufacturer of refuse collection vehicles, Hillend Engineering, had suffered quality and reputational damage through the impact of a succession of management changes. Poor quality, inferior parts and a disillusioned workforce had tarnished their reputation. Business was significantly affected, with customers losing confidence in product quality and reliability. Our client took action Summer 2021 saw the return of members of the original, highly regarded management team; along with a significant investment in engineering and manufacturing operations. Product quality would be resumed, but there was still distrust from customers. Rebuilding confidence and trust Newly established marketing agency, Asset Creation Team, was recommended to Hillend Engineering by an existing client. The brief was to quickly change customer perceptions and support the 25-year old business in returning credibility and re-building trust. Asset Creation Team spoke to customers, and used their findings to define and create dynamic brand communications with a confident, authoritative style, showcasing the transformation. The work demonstrated a genuine change in the business; had a tremendously positive impact on customer confidence; has restored internal pride amongst employees and created momentum which is driving significant uplift in sales year-on-year. Hillend Engineering’s Sales Director, Paul Brown said “In just a few months, the team have evolved, and authenticated our brand, helping to change perceptions and re-build trust. Our customers can see the difference and it’s been a great confidence boost to our sales team”.

Workplace from Meta is collaboration software that connects everyone in an organisation and empowers them to do amazing work. It exists to bring a company together - ensuring every voice is heard. Operating in a competitive enterprise market, Workplace needed to step out of the shadows of its consumer parent brand while raising brand awareness and establishing credibility with a business audience. ENTER: LIFE ON THE FRONTLINE A global, integrated campaign, building year-on-year to explore the frustrations felt by frontline employees, caused by a disparity of experiences and technology between frontline and HQ. Initially launched in 2019, we kicked things up a notch in 2021/22 with emotive brand storytelling, giving 7,000 frontline workers a voice and spotlighting life on the frontline at Virgin Atlantic and Royal Ambulance – a true first for this global brand. Responding to COVID-19 and The Great Resignation, this campaign was a platform for Workplace to go beyond product to connect with audiences, by empowering frontline workers to tell their stories, and using customer stories to demonstrate how Workplace helps connect them with each other and the wider business – thereby driving brand advocacy. With a clear thread running from the objectives to the strategy and tactics, the campaign delivered outstanding results across reach, engagement and impact.

Third-party cookies are going to vanish. Brand marketers will be unable to target audiences, place personalized ads, or track and evaluate results. How can we arouse the crisis awareness of marketers while facing these impending marketing disruptions? To awaken the marketers' sense of crisis of Cookieless with the "marketing 4 demons": 1. INVISIBLE DIVA, disappearing the consumer invisibly 2. FACELESS MAN, blurring consumer profiles 3. CRAZY HACKER, exposing consumers' personal information 4. GIANT BLOCKER, restricting O2O ads connection Launch Taiwan's first immersive experience 2.0 online event and integrate the virtual production with "The Last Cookie" Web AR Be fearless of the Cookieless chaos alongside marketers.

In September 2022 Engtal CEO Christopher Atiyah launched Diversify the Future, a foundation aiming to reduce inequality across STEM industries by empowering the next generation of talent from under-represented Chicago communities. Diversify the Future is sponsored by Engtal, one of the leading technology recruitment firms in the US. For every under-represented candidate we place at a client, Engtal will donate at least $1,000 to Diversify the Future’s scholarship fund. This scholarship fund will then enable individuals from under-represented or disadvantaged backgrounds in the Chicago area to access STEM-specific programmes at any college or university in the US. Through Diversify the Future, Engtal hopes to inspire the next generation of brilliant minds, allow employers to access an enriched talent pool and drive forward inclusivity across STEM industries. Many of Engtal’s clients seek diverse tech talent however, with barriers to education, many communities are still under-represented in the industry. This leaves companies competing for the same small percentage of the market. Diversify the Future aims to support diversity within STEM by encouraging diverse hiring strategies, as well as increasing the number of diverse candidates entering STEM by investing in access to education for under-represented communities. While a newly launched initiative, Diversify the Future has already seen success in positive engagement from Engtal’s client base, as well as offers of matched contributions from high-profile clients and an of partnership from a national not-for-profit providing technology access and education to under-resourced youth and communities.

Nearly 100 leaders, a ton of dynamic content, tens of thousands of visits, listens, and views—and one mission: Elevate diverse female leadership to empower rising stars to take their seat at the table. This is Pass the Mic. We’re using the power of audio to share wisdom, stories, and advice from a wide spectrum of women. From successes to struggles, women are stepping up to share stories, spark conversations, and pass the mic. This series offers inspiration, representation, and advice to help women of all ages and backgrounds rise to meet their full potential.

In February 2020, Ignis helped JTI to launch their LGBTIQ+ employee-led network – PRIDE. In the subsequent period, the world has seen significant change due to the pandemic and, with over 48,000 employees spread across the globe, we’ve had to get loud and proud to ensure JTI’s LGBTIQ+ employees feel seen, understood, and celebrated. Because at JTI, every employee should #beProud to #beYou at work. Using a digital-first, always-on approach, we’ve helped take PRIDE from a HQ initiative to a global network of impassioned volunteers in just over 2 years and have now seen the launch of local PRIDE chapters in 9 locations worldwide. Local chapters help the global PRIDE group to enact meaningful change on the ground, by tailoring LGBTIQ+ inclusion comms and activity to the languages, cultures and needs of their LGBTIQ+ colleagues. With the topic of LGBTIQ+ inclusion firmly established at JTI and markets successfully launching their own PRIDE chapters, our recent focus has turned to global expansion and local empowerment. Through a range of comms, content, and activity, we’re providing LGBTIQ+ change-agents and allies globally with the tools they need to flourish, so that every JTI employee can #ThriveWithPride.