Once valued at a mighty $47 billion, WeWork has filed for Chapter 11 bankruptcy in New Jersey. Despite sinking billions into the business, majority investor SoftBank has cut its losses after a tough four years, exasperated by both post-pandemic working trends and the impact of rising interest rates on the commercial property market. In the…
A company doesn’t have to tell a buyer every detail and benefit of its product to prove its value. It just needs to show it in action. B2B marketers, with the help of their creative partners, increasingly see the merit in sparing the detail and sending potential clients a succinct, meaningful message. Convincing their CFO…
The old saying “think before you speak” is probably best applied to anyone in a leadership position during circumstances of great magnitude. With the latest war in the Middle East and the unimaginable scenes of violence and suffering being played out across most media channels, understandably tensions are high. Yet, those steering companies are looked…
Amidst the flurry of generative AI developments, Adweek’s weekly AI roundup captures the latest news, regulatory proceedings, and business developments revolving around generative AI. Here’s this week’s update: On the policy and legal front: Arranged by the trade organization News Media Alliance, representing over 2,000 publishers and the interests of the news media industry, numerous…
Oracle is instantly recognizable by its bold red logo. Salesforce has Astro Nomical, its “warm and welcoming” mascot. Intel has that catchy chime. These are all examples of “brand assets,” and they’re increasingly important to B2B marketing success. At LinkedIn’s B2B Institute, we commissioned one of the biggest studies ever on B2B branding. We partnered…
Among its early benefits, generative AI has proven to save time in the campaign creation process and speed up ad optimization for marketers. This utilization comes to LinkedIn–which was acquired by Microsoft for $26.2 billion in 2016–with its latest AI offering to marketers: Accelerate. In a bid to assist B2B marketers in achieving more precise…
In the not-so-distant past, a business-focused technology company could slap its logo onto a stadium, vehicle or athlete in a tech-savvy sport and connect its brand and products to the action. Since the introduction of Generative AI within the last year, however, firms like Bangalore-based Infosys increasingly have to use those partnerships as B2B demos…
From unconventional full-funnel strategies to novel uses of artificial intelligence to provocative creative campaigns, B2B marketers are increasingly shaking off the notion that their style of marketing is staid and risk-averse. What we’ve found is they are wildly inventive, innovating at scale, transforming their industry and setting the tone for their B2C counterparts. Against this…
Although October 2022 was just a year ago, it feels like an entirely different era for Adobe. Heather Freeland joined Adobe that month as the company’s chief brand officer, just as Google, Microsoft and smaller, more nimble tech firms began making their very public push into generative AI. During her second week on the job,…
A young woman is hunched over her textbook like a gull on the water’s edge, so immersed in thermodynamic theory that she seems not to notice that she’s alone in the darkened room. Suddenly, the library’s green desk lamps flicker, light streaks through the large bay windows, and pages of ancient books turn by themselves….
The typical chief marketing officer spends just 39 months, or about 3.3 years, in the role before hanging up their boots and exiting through the revolving door. According to leadership advisory firm Spencer Stuart’s annual CMO Tenure Study, the number hit its lowest in a decade in 2023 across the top 100 brands in the…
“People That Know, Know BDO.” Thanks to the rhyme, it’s an easy line to say and recall. That doesn’t mean it’s a good line. A good line would tell us more about the “people that know,” and we’d know what BDO is and does, as well. Because acronyms are practically unknowable, a business that uses […]
The post “People That Know, Know BDO.” Is That So? appeared first on Adpulp.
I like to see business-to-business advertising that appeals to the person who will make the purchasing decision in decidedly human ways. Humor, for instance, is an underused approach in B2B. Circle K is helping to change the score with this campaign from Taylor, Nick Spooner director and Brooklyn-based production company. “My main marching orders were […]
The post “We Speak Fleet” Is Circle K’s Way to the Weekday Warrior appeared first on Adpulp.
A company known for its alternative fuels and commitment to sustainability has built a cabin in Finland to showcase its innovation. The Nolla (= zero) cabin, designed by Finnish designer Robin Falck, is located just outside Helsinki city center, on the Vallisaari island. The cabin has been built from sustainable materials and is designed for […]
The post Is It An Experiential Ad for Sustainability, A Summer Home, Or Both? appeared first on Adpulp.
Daniel Goleman’s seminal book Emotional Intelligence was a breakthrough in workplace dynamics. For the first time, we had to consider that intelligence alone is a poor metric for measuring or predicting career success. The thesis of the book is that an individual’s emotional intelligence quotient — their skill in innately human attributes like empathy and […]
The post Are You Open to the Massive Business Opportunities in EQ? appeared first on Adpulp.
In 1898, Elias St.Elmo Lewis developed a model that mapped the consumers’ journey. Today, we call his framework the sales funnel. Some Marcom philosophers posit that the sales funnel is dead on arrival today. But Beth, an Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communication says not so fast. What […]
The post Awareness – Interest – Desire – Action appeared first on AdPulp.
Intel Corporation appointed TBWAChiatDay as its global B2B agency of record following a three month review led by the client.
“Our company strategy is about powering the billions of smart, connected computing devices across the globe,” Intel director of business marketing strategy Kathy Garchow said in a statement. “Our work with TBWAChiatDay will help us better connect how our technology enables our business customers to achieve their success.”
The account will be run out of TBWAChiatDay’s Los Angeles office, in collaboration with TBWAChiatDay New York, while working in conjunction with TBWA teams in other markets, including TBWALondon, TBWAHakuhodo, TBWAGreater China, TBWADüsseldorf, and Omnicom sister shop Doremus. TBWAChiatDay will be tasked with developing an integrated global campaign targeting senior business and IT leaders. It is unclear when the agency’s first work is expected for the client.
For TBWAChiatDay, the win follows its New York office scoring lead creative duties for Pespi’s Izze brand as the larger organization continues to rebound from losing AOR duties on Miller Lite this April.
“We are thrilled to partner with Intel, a brand whose value, influence, and pioneering technologies continue to push the boundaries of what’s possible,” said TBWAChiatDay L.A. President Erin Riley, who succeeded 14-year TBWA vet Luis DeAnda in the position this May. “We look forward to working alongside our TBWA teams around the world to build an integrated brand platform that taps into culture and resonates with modern business customers.”
“Intel is a truly iconic brand that has powered incredible stories of innovation throughout its history,” added TBWAChiatDay L.A. executive creative director Linda Knight, who joined the agency last November. “We’re excited to create the kind of disruptive work that lives up to this spirit of breakthrough and possibility, and to bring a fresh approach to B2B communications.”
Fontyou is the first web application which allows artistic directors and agencies to manage their font through the cloud, which also enables us to discover and improve the most beautiful typefaces of the world and to evolve with the help of the last typographical trends. Gone are the days of slowing one studio mac down with every typeface available, and hello browse your font collection from any agency device.
UPS knows you’ve got problems, and it wants to help.
The shipping service is repositioning itself as a business-to-business solution for companies with logistical considerations trickier than just picking up and dropping off boxes. To that end, a new global campaign from Ogilvy debuts the tagline “United Problem Solvers” (because abbreviations can be puns too, see?).
The debut ad essentially calls on viewers to bring UPS their stickiest package delivery issues, while a montage of action shots show examples of how the company is working behind-the-scenes in of-the-moment industries. That means making sure medicine is transported at the right temperatures, and offbeat companies like paramotor manufacturers get the parts they need, and artisanal, fragile products arrive where they’re going in one piece.
The new tagline does earn the honor of being more relatable, at least in theory, than the company’s last, similar-in-spirit “We [Heart] Logistics.” But the new execution feels, overall, a little like a self-help speech for snail mail—a heady conceptual attempt to communicate the idea that UPS is keeping pace with the design-and-innovation zeitgeist.
The overwrought copy, in particular, struggles at moments to turn the corner—trying to repurpose adjectives like “baffling” and “audacious” as nouns, which is kind of distracting, especially because baffling actually is a noun that means something totally different. Presumably UPS would be happy to ship your baffling, too, if your problems include baffling. That, assuming you didn’t actually want to ship your bafflements (also a noun UPS should never use in an ad), by writing all your big questions down on slips of paper and overnighting them to your future self for better, wiser answers.
Or you could just post them somewhere on the Internet. Like, here’s one—what’s this ad about again?
(Via WSJ)
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