THE TOP MARKETING AGENCIES OF 2019 - Chief Marketer
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THE TOP MARKETING AGENCIES OF 2019
CASE STUDIES OF EXCELLENCE - CHIEF MARKETER
2019 CASE STUDIES OF EXCELLENCE
The CM200 features editorial listings and coverage of agencies spanning 11 categories,
including Experiential, Sports & Entertainment, Promotion, Retail/Shopper, Digital/
Content, Social Media, Design and Innovation, B2B Demand Gen, B2B Brand Engagement
Marketing, B2B Experiential Marketing and Martech. Editorial profiles include details on
core capabilities and specializations, examples of outstanding work, insights on culture and
people, client examples and RFP contact information.
Chief Marketer’s editors accepted submissions from across the country for the CM200
earlier this fall. Winners were selected based on several criteria including: insightful client
testimonials; outstanding case study submissions; high caliber, consistent work across
programs and clients; innovative and creative executions; and bold and inspiring concepts
and ideas that are moving the industry forward. The 200 agencies selected for this year’s
inaugural program are thought leaders in their craft and representative of the best of the
marketing industry.
TABLE OF CONTENTS:
PAGE 3 – DESANTIS BREINDELL
PAGE 4 – EDGE MARKETING
PAGE 5 – ENGAGE
PAGE 6 – HANGER12
PAGE 7 – INFINITY MARKETING TEAM
PAGE 8 – PADILLA
PAGE 9 – TRICOMB2B
CHIEF MARKETER www.chiefmarketer.com
2018
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THE TOP MARKETING AGENCIES OF 2019
THE TOP MARKETING AGENCIES OF 2018
THE TOP MARKETING AGENCIES OF 2018
CONTACT INFO
HOWARD BREINDELCONTACT INFO
BREINDEL@DESANTISBREINDEL.COM
HOWARD BREINDEL
CONTACT INFO
212.994.7680
BREINDEL@DESANTISBREINDEL.COM
HOWARD BREINDEL
DESANTISBREINDEL.COM
BREINDEL@DESANTISBREINDEL.COM
212.994.7690
212.994.7690
DESANTISBREINDEL.COM
DESANTISBREINDEL.COM
BRAND BRINGS
BRAND BRINGS UNITY
UNITY FOLLOWING
FOLLOWING AN ACQUISITION
AN ACQUISITION
ICF had recently evolved from a government-focused consultancy
ICF had recently
to a global, evolved from
publicly-traded a government-focused
consulting firm serving both consultancy
to a global, publicly-traded
commercial consulting
and public-sector clients. Afterfirm servinga both
acquiring major
commercial
marketingand public-sector
communications clients.
agency, After aacquiring
it needed new brandatomajor
unify
its disparate
marketing businesses through
communications a compelling
agency, it neededvalue
a proposition
new brand to unify
that signaled how all the pieces fit together to benefit clients.
its disparate businesses through a compelling value proposition
that signaled how all the pieces fit together to benefit clients.
RESEARCH LED THE WAY.
We conducted a 360-degree research program to understand
RESEARCH LED
what ICF stood for in THE
the minds WAY.
of its most important constituents,
including employees, clients and prospects. Through surveys
We conducted a 360-degree research program to understand
and in-depth interviews, we learned that ICF is most admired
whatfor ICFits stood
ability tofor in the its
translate minds ofaspirations
clients’ its most important
into reality. constituents,
including
Whether employees,
through highly clients and prospects.
specialized consulting orThrough
award-winningsurveys
and in-depth interviews, we
digital communications, ICFlearned
contributesthat ICF is most
to outcomes thatadmired
are
for itshugely
abilitytransformative
to translatefor itsclients—and for society into
clients’ aspirations at large. How
reality.
transformative? ICF helped launch the widely adopted and
Whether through highly specialized consulting or award-winning
admired EnergyStar conservation program. It developed the first-
digital communications,
ever website devoted toICF contributes
HIV awareness. to outcomes
It created that are
an integrated
hugely transformative
marketing program for for clients—and
Belize for society
that strengthened at large. How
the country’s BIG THINGS MADE POSSIBLE.
transformative? ICF helped
tourism industry—and launch
revitalized thethe widely
country’s adopted
entire economy.and The new brand reflects ICF’s ability to overcome seemingly
admired EnergyStar conservation program. It developed the first- insurmountable challenges. Crystalized in a powerful phrase,
ever UNCONVENTIONAL
website devoted to HIV awareness. INTELLIGENCE.
It created an integrated “We make big things possible,” the brand carves out a defensible
marketing program for Belize thatother
strengthened the country’s position among a crowded field of pure strategy firms and niche-
tourism
ICF’s success
industry—and
principle
in these and many
revitalized
pillars: its ability
endeavors rested
the country’s
to tackle highly
on two
entire economy.
complex challenges, and
BIG THINGS MADE POSSIBLE.
focused technology and digital players. Along with supporting
the unconventional perspectives and backgrounds of its people. messaging,The new brand reflects
it communicates ICF’s
that ICF gets theability to overcome
job done, no matter seemingly
The company’s expertise in program management enables how seemingly impossible. challenges. Crystalized in a powerful phrase,
insurmountable
UNCONVENTIONAL INTELLIGENCE.
it to take on tough, multidimensional projects that other firms
can’t handle. And its people—Ph.D.’s, MBA’s, anthropologists,
“We make big things possible,” the brand carves out a defensib
The visual brand supports
position among the strategy.
a crowdedThe new logo
field ofincorporates
pure strategy firms and nich
ICF’spsychologists,
success in these and many
sociologists other
and other endeavors
“ologists” – bringrested
an on two multiple rays emanating from a single source, suggesting the amazing
principle pillars:multidisciplinary
unmatched its ability to tackle highly
approach complex
to every challenges, and
assignment
focused technology and digital players. Along with supporting
diversity of talents and backgrounds of the company’s people. The
the unconventional
that enables themperspectives and backgrounds
to challenge conventional wisdom andof its people.
find messaging,
design language it communicates
uses dramatic that ICF the
photographs to symbolize gets the job done, no ma
“big
solutions that expertise
The company’s others overlook.
in program management enables things” madehow seemingly
possible impossible.
by ICF juxtaposed with more intimate images
it to take on tough, multidimensional projects that other firms of people collaborating with colleagues and clients.
can’t handle. And its people—Ph.D.’s, MBA’s, anthropologists, The visual brand supports the strategy. The new logo incorporates
psychologists, sociologists and other “ologists” – bring an GAINING TRACTION.
multiple rays emanating from a single source, suggesting the amaz
unmatched multidisciplinary approach to every assignment The new brand was launched
diversity of talentsinternally and externallyof
and backgrounds atthe
a global
company’s people. The
event that coincided with ICF’s tenth anniversary as a public
that enables them to challenge conventional wisdom and find design language uses dramatic photographs to symbolize the “big
company. It was rolled out in a new website, advertising campaign,
solutions that others overlook. and throughthings” made possible
environmental brandingby ICFcompany’s
at the juxtaposed with more intimate image
global
ofresponse
offices. The people collaborating with colleagues
has been very positive. and clients.
The company’s
consultants are including brand language in their new-business
pitches and gaining significant traction with prospects. Employees
GAINING TRACTION.
across the company, including at its marketing subsidiary,
have discovered that the brand inspires their own work…and
The new brand was launched internally and externally at a global
underscores for clients the limitless possibilities of working with ICF.
event that coincided with ICF’s tenth anniversary as a public
1 CHIEF MARKETER company. It was rolled out in awww.chiefmarketer.com
new website, advertising campaig
3 CHIEF MARKETER and through environmental branding at the company’s global
www.chiefmarketer.com
offices. The response has been very positive. The company’s
consultants are including brand language in their new-business
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CONTACT INFO
EDGE MARKETING
ALLISON WELKER
WELCOMETOEDGE.COM
INFO@EDGEMARKETINGNET.COM
DESCRIBE YOUR HOW HAS YOUR AGENCY EVOLVED
AGENCY IN 100 OVER THE LAST FEW YEARS?
WORDS OR LESS? We have had a transformative few years at EDGE, shifting
Today’s marketplace is dynamic, fast paced and often difficult from a specialization in traditional shopper marketing to
to navigate. At EDGE we use our experience, knowledge truly becoming an omni-channel marketing agency. Here
and connections to break down those hurdles to create are some ways we’ve evolved EDGE:
differentiated brand experiences, designed for a borderless
Embedding of shopper media professionals in our cross-
retail world, that seamlessly engage audiences across channels
functional teams to ensure our programs reach consumers
in order to simplify choice at the moment of buy.
and shoppers at the right moment and place to ensure
We do this for consumer brands and customers that seek an highest responsiveness.
experienced yet agile marketing partner, with retail expertise,
Enabling the widespread application of analytics to inform
who can remove complexity, drive behavior change and
decisions and drive performance success across our client
compel purchase of their brand. A startup at heart, we love to
businesses.
roll up our sleeves and Get. Stuff. Done.
Creating and adopting technology via proprietary tool
WHAT IS THE CULTURE LIKE development to enable greater efficiency and effectiveness
AT YOUR AGENCY? in program planning and execution processes.
We are determined to be an agency that is not only Each of these actions was driven by our belief that to win in
focused on delivering superior results and building strong today’s ultra-competitive marketplace we have to embrace
relationships, but that is also a great place to work. We and further embed capabilities that meet the expectations
foster a culture of “we” where our associates have a voice of an always connected consumer.
in a supportive environment, with values that represent our
humanity and integrity. WHAT IS YOUR VISION AND MISSION?
Our ethos - Heart, Hustle, Respect, Courage and Creativity Our vision is to be the champion of challenger brands in
– was naturally born out of EDGE’s culture. It’s how we our borderless retail world. Our mission: creating enduring
support each other, and our community. bonds between people and brands through agility, brave
thinking and retail prowess.
WHAT SETS YOUR COMPANY APART
AS A LEADING AGENCY?
Our heritage, which we feel is one of our greatest points of
difference, is our ownership by Advantage Solutions. By
way of this relationship, we are rooted in over 50 years of
retail prowess – connected to every retailer on and off line.
We leveraged this retail knowledge and deeply penetrated
relationships throughout US and Canada to be one of
the first true shopper marketing entities. Today, we have
evolved alongside Advantage Solutions to stay ahead of
what is the fastest paced and most disruptive environments
that we’ve seen to date. Commitment to technology, placing
solutions over services and utilization of data and insights
are what position us to throttle our programming and our
clients’ businesses ahead of the competition.
4 CHIEF MARKETER www.chiefmarketer.com
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CONTACT INFO
JESSICA RAE
VP STRATEGY & INTEGRATION
JESSICARAE@ENGAGERESONATE.COM
312.343.3750
MCCAFÉ SUSTAINABLE COFFEE JOURNEY
PEOPLE NEED COFFEE. For this activation, we sourced, secured and managed the
following areas of production: overall farm design, authentic
NOW COFFEE NEEDS PEOPLE. and indigenous Arabica coffee trees and other tropical foliage
By 2050, the land area suitable for coffee farming is from nurseries in Southern California, non-stop and direct
expected to be cut in half. And, in just 5 years, Colombian climate-controlled freight logistics over four continuous days
coffee production dropped a staggering 33% due to to ship in our delicate trees and foliage, a landscape architect
inclement weather patterns. It also takes 37 gallons of water to help design our farm as authentically as possible, a custom
fabricator of our farmhouse/bar and interactive vignettes, a top
to grow and process the beans to make just 1 cup of coffee.
chalk artist to inject a custom flair into all of our signage, heavy
equipment, HVAC, electric, and other various suppliers.
In an effort to illustrate how climate challenges threaten
coffee production, McDonald’s, and their PR agency Golin,
tapped Engage & Resonate to create a South American THE IMPACT.
coffee farm experience in downtown Chicago… during the During our single day of activation we welcomed over 1200
frigid month of November. visitors and served them over 1100 sustainably sourced
McCafé cups of coffee. These visitors took 134 branded
The goal? To give visitors a first-hand unforgettable look photos of their coffee farm tour and 90%+ shared these
at why McDonald’s has committed to sustainably source across their social networks. Over 13,000 pedestrians came
100% of its coffee worldwide by 2020. And how they’ve into contact with our experience and we garnered over
invested millions to help coffee farmers navigate changing 80,000 in drive-by impressions. Social posts to date (2
environmental conditions and ensure a sustainable supply of weeks) have received over 205,000 views, 20,000+ likes and
coffee for future generations. 672 people have directly joined in on the conversation.
And, just as importantly, we donated, recycled or reused
THE JOURNEY. over 98% of the trees, materials and other supplies used in
Recreating an overnight pop-up coffee farm on the streets the creation of our farm.
of Chicago, in the middle of winter, is no easy task. Especially
when that street happens to be Michigan Avenue. You need THE JOURNEY CONTINUES…
sound logistics, production prowess that is second to none, the At McDonald’s, they’re on a sustainable coffee journey
ability to quickly and flawlessly overcome any obstacles you so customers can feel good about enjoying their next cup of
encounter, and strong relationships with the best suppliers in delicious McCafé coffee. Engage & Resonate was there to
the business. That’s where E&R steps in. We make even the provide a visually and emotionally impactful opportunity for
most difficult experiential activation come alive in a way that both media and attendees to promote the brand in a sincere
seems almost effortless. Insider tip… it’s not! and positive fashion within their networks.
5 CHIEF MARKETER www.chiefmarketer.com
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CASE STUDIES OF EXCELLENCE - CHIEF MARKETER
THE TOP MARKETING AGENCIES OF 2018
CONTACT INFO
THE TOP MARKETING AGENCIES OF 2018
CONTACT INFO
KEVIN KEATING, PRESIDENT
CONTACT
KEVININFO
KEATING, PRESIDENT
KEVIN.KEATING@HANGAR-12.COM
KEVIN KEATING, PRESIDENT
KEVIN.KEATING@HANGAR-12.COM
312.870.9101
KEVIN.KEATING@HANGAR-12.COM
312.870.9101
WWW.HANGAR-12.COM
312.870.9101
WWW.HANGAR-12.COM
• CONSUMER PROMOTIONS
WWW.HANGAR-12.COM
••CONSUMER
SHOPPER MARKETING
PROMOTIONS
• CONSUMER PROMOTIONS
••SHOPPER
DIGITAL &MARKETING
SOCIAL MEDIA
• SHOPPER MARKETING
• DIGITAL & SOCIAL MEDIA
• DIGITAL & SOCIAL MEDIA
MAKING FAMILY SNACKING
SNACKING INCREDIBLE
MAKING FAMILY SNACKING INCREDIBLE
New packaging. All-family product line-up. And a positioning solidly
based on the delivery of snacking entertainment.
New packaging. All-family product line-up. And a positioning solidly
How
based on the do youof
delivery bring these together
snacking while generating awareness for
entertainment.
your brand – and its new look?
How do youYou
bring
needthese together while generating awareness for
a hero.
your brand – and its new look?
FAMILY FOCUS
You need a Hangar12
hero. brought Frigo® Cheese Heads® and Disney/Pixar
together to capture the buzz of the long-awaited Incredibles 2
movie and united families with a call to action to enter for a chance
FAMILY FOCUS
to win “Incredible Family Entertainment” and the opportunity to be
Hangar12 brought
the familyFrigo Cheese
hero®and “Make Heads and Disney/Pixar
Back to ®School Incredible.”
together to capture the buzz of the long-awaited Incredibles 2
The CONSUMER PROMOTION directed families to
movie and united families with a call to action to enter for a chance
www.CheeseHeadsInstantWin.com daily for a chance to instantly
KNOW YOUR AUDIENCE
to win “Incredible Family
win prizes Entertainment”
from May 16 – Novemberand
15, the opportunity to be
2018. Family is everything. And the SOCIAL MEDIA CAMPAIGN
the family hero and “Make Back to School Incredible.” never lost sight of this goal of uniting family behind a please-all
Program prizes during the summer months included movie tickets product. In fact, a creative and robust Campaign on Facebook
(for the whole family), a family entertainment & Instagram included ads targeted to parents who are
The CONSUMER PROMOTION directed familiessystem,
to and more.
Brand lovers who did not instantly win were offered the opportunity
www.CheeseHeadsInstantWin.com daily for a chance to instantly
KNOW YOUR AUDIENCE
interested in Disney, Family & Parenting, Cheese, Incredibles &
Disney Movies/Characters. More than 2 million impressions
to engage further on the brand’s Cheeseheads Unite platform for Family is everything. And the SOCIAL MEDIA CAMPAIGN
win prizes from May 16 – November
additional brand experiences and 15, prizing.
2018. were generated.
never lost sight of this goal of uniting family behind a please-all
product.
But In fact, weren’t
the impressions a creative andtorobust
isolated Campaign
the online on Facebook
experience.
EYES
Program prizes ONthe
during THE PRIZE
summer months included movie tickets Shoppers
& Instagramheard included
the news throughout the entire
ads targeted SHOPPER
to parents who are
(for the whole family),
Laser focus a family
was entertainment
key. An system, and
extensive geographically and more. MARKETING path to purchase, including an on-pack sticker,
Brand loversdemographically
who did not instantly win were
targeted DIGITAL offered
MEDIA the opportunity
CAMPAIGN exceeded interested in Disney, Family & Parenting, Cheese, Incredibles &
shelf-talk, print ad, email campaign, and more.
projections andbrand’s
drove awareness of the Frigo® Cheese Heads® Disney Movies/Characters. More than 2 million impressions
to engage further on the Cheeseheads Unite platform for
brand and partnership. What’s more, the campaign grew the were generated.
MAKE BACK-TO-SCHOOL INCREDIBLE
additional brand experiences and prizing.
brand’s all-important fan database by driving game entries.
The program extended beyond the movie launch into the back-
But the season
to-school impressions weren’t
with character isolated
wrappers to the
inside online experience.
9 million
EYES ON THE PRIZE Shoppers
packages heard
of the mostthe news throughout
kid-focused the entire
products. What’s more, SHOPPER
the
Laser focus was key. An extensive geographically and instant win sweepstakes
MARKETING path toprizes changedincluding
purchase, out to appeal
an even
on-pack sticker,
demographically targeted DIGITAL MEDIA CAMPAIGN exceeded more strongly to families with school-age children, offering
shelf-talk, print ad, email campaign, and more.
appropriately themed Incredibles 2 branded school backpacks,
projections and drove awareness of the Frigo® Cheese Heads® lunchboxes, and more.
brand and partnership. What’s more, the campaign grew the MAKE BACK-TO-SCHOOL INCREDIBLE
brand’s all-important fan database by driving game entries. AND BE THE HERObeyond the movie launch into the back-
The program extended
Hangar12’s
to-schoolFrigo
® Cheese Heads® Incredibles 2 program
season with character wrappers inside 9 million
generated Overall Media Impressions (includes digital, print &
POS) totaling an astoundingkid-focused
packages of the most products. What’s
467,982,948, all-important unique more, the
instant win
registrants sweepstakes
reached 123,450, andprizes
gamechanged out to appeal even
plays topped
more strongly
1,649,633. to families
The program went towith school-age
heroic lengths withchildren,
consumersoffering
inappropriately
solidifying the brand’s
themed positioning as the2all-family,
Incredibles branded school backpacks,
entertaining snack cheese. It was, in a word, “incredible.”
lunchboxes, and more.
1 CHIEF MARKETER www.chiefmarketer.com
6 CHIEF MARKETER AND BE THE HERO www.chiefmarketer.com
Hangar12’s Frigo®
Cheese Heads®
Incredibles 2 program
generated Overall Media Impressions (includes digital, print &
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CONTACT INFO
CONTACT INFO
CHAD TONS
CHAD TONS CHAD TONS
CHAD@INFINITYMARKETING.COM
CHAD@INFINITYMARKETIN
CHAD@INFINITYMARKETING.COM
323.962.4784
323.962.4784 323.962.4784
INFINITYMARKETING.COM
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INFINITYMARKETING.COM
With strobe lights streaming and the custom pods glowing an
CAMPAIGN: THE OMEN CHALLENGE: PUBG EDITION With
OMEN red, 40 all-star strobe
Twitch lights
players burststreaming and the custom pods
into the Coliseum
CLIENT:CAMPAIGN:
HP THE OMEN CHALLENGE: PUBG EDITION
with OMENmusic
WWE-style entrance red,and
40 all-star
call outs.Twitch players burst into the
They prepped
AGENCY: CLIENT:
INFINITY HP MARKETING TEAM their OMEN-clad gaming
withpods before battling
WWE-style in front
entrance of a and call outs. They
music
capacity crowd that was screaming and cheering them on to be
AGENCY: INFINITY MARKETING TEAM the last one standing.their OMEN-clad gaming pods before battling in fro
The OMEN Challenge: PUBG Edition became the greatest, game- capacity crowd that was screaming and cheering th
changing OMEN Challenge that was ever live streamed from the last one standing.
TheIt OMEN
TwitchCon. was theChallenge: PUBG Edition
first time a custom became
setting was the greatest, game-
created
changing‘battle
for a multi-player OMEN Challenge
royal’ game withthat
40 was ever live streamed from
participants.
TwitchCon. It was the first time a custom setting was created
By creating
for an atmosphere where
a multi-player all players
‘battle could bewith
royal’ game easily
40 participants.
viewed by both the live audience and the online viewers, the
OMEN Challenge: PUBG Edition succeeded where other PUBG
By creating
tournaments had not.an atmosphere
It took where
the capabilities of all
theplayers could be easily
OMEN line
viewed
of products by both
to create the live audience
this revolutionary viewingand the online viewers, the
experience.
OMEN Challenge: PUBG Edition succeeded where other PUBG
The OMEN Challenge: PUBG
tournaments hadEdition
not. Itwas
tooka two-hour battle of the OMEN line
the capabilities
royal tournament that featured 40 all-star Twitch streamers
of products to create this revolutionary viewing experience.
competing in a PUBG tournament, a game that requires a
Over the course of two matches, each of the 20 two-person
combination of skill, strategy and teamwork. PUBG blends the
The OMEN Challenge: PUBG Edition was a two-hour teams in the OMEN Challenge tried to complete a series of
battle
survival, exploration and scavenging aspects of a survival game
challenges designed by HP for the chance to win a variety of
with theroyal tournament
concept that
of a last player featured
standing 40 all-star Twitch streamers
game.
unique awards. These tasks best synergized OMEN products
competing in a PUBG tournament, a game that requires withaPUBG game play actions
Over theand results.
course of two matches, each of the 20 two
combination of skill, strategy and teamwork. PUBG blends the
teams in the OMEN Challenge tried to complete a s
survival, exploration and scavenging aspects of a survival game successful results from the HP OMEN Challenge
Staggeringly
challenges designed by HP for the chance to win a v
with the concept of a last player standing game. demonstrated that HP succeeded in gaining credibility among
unique
Enthusiast gamers for awards.
the OMEN brandThese tasks
while also best synergized OMEN
increasing
with PUBG
awareness and consideration game
of the OMENplay actions
family and results.
of products.
Between the Twitch Staggeringly
and OMEN by HP channels, close
successful to one
results from the HP OMEN
million viewers watched
demonstrated that HP succeededthan
the live OMEN Challenge for more in gaining credibi
1.6 million minutes.
Enthusiast gamers for the OMEN brand while also i
awareness
TwitchCon had an attendance and consideration
of 50,000 of the OMEN family o
attendees. Of those,
a stunning 87 percent (43,256) visited the OMEN Challenge
To put on the tournament, HP created the enormous OMEN
Coliseum to take part Between the by
in the OMEN Twitch and OMEN by HP channels, clo
HP activities.
Challenge Coliseum, a 10,000-square-foot elaborate gaming
center with four (4) two-story structures that contained 20 million viewers watched the live OMEN Challenge fo
Through the OMEN Challenge: PUBG
1.6 million Edition at TwitchCon 2017,
minutes.
custom soundproof interactive gaming pods. The Coliseum’s
HP has revolutionized the live gaming environment. For battle
center stage, which boasted a 25’ LED screen, was positioned
royal-style multi-player games, HP created the perfect event for all
within the giant multi-level pod structures of the arena. In this TwitchCon had watching
an attendance of 50,000 attendees.
audiences – Enthusiast gamers, people the tournament
prime location, prizes were awarded and the OMEN Challenge’s a stunning 87 percent (43,256) visited the OMEN C
in person and people watching the livestream. With HP’s OMEN
To putpersonalities
hosts – Twitch on the tournament, HP created
Josh Sutherland the enormousproducts
and Shidosha OMEN powering the tournament and all the activations, HP
Hodges –Challenge
conductedColiseum,
player interviews.
Coliseum to take part in the OMEN by HP activities.
a 10,000-square-foot elaborate achieved
gamingrecord-setting results in increasing its brand awareness
center with four (4) two-story structures that contained 20
and credibility among the Enthusiast gaming community.
Through the OMEN Challenge: PUBG Edition at Twitch
custom soundproof interactive gaming pods. The Coliseum’s
HP has revolutionized the live gaming environment. F
center stage, which boasted a 25’ LED screen, was positioned
www.eventmarketer.com royal-style multi-player
JULY/AUGUST games,
2018 EVENT HP created
MARKETER 75 the perfec
7 within the giant multi-level pod structures of the arena. In this
CHIEF MARKETER www.chiefmarketer.com
audiences – Enthusiast gamers, people watching the
prime location, prizes were awarded and the OMEN Challenge’s
in person and people watching the livestream. With H
hosts – Twitch personalities Josh Sutherland and Shidosha
products powering the tournament and all the activat
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PADILLA
AMY FISHER
AMY.FISHER@PADILLACO.COM
612.455.1700
WWW.PADILLACO.COM
WHAT DO YOU THINK B2B these technologies and approaches. The jargon, the noise
and the increase in competition are overwhelming.
TECHNOLOGY BRANDS SHOULD
FOCUS ON, AS WE GO INTO 2019? B2B technology companies playing in these spaces need to
carefully consider how they can craft and tell their own story,
Over the last few in order to break through the chaos.
years we’ve seen a
lot of changes in the Highly targeted communications programs, and ones that
buyer’s market for B2B leverage integrated paid, earned, shared and owned tactics
technology. Today, will have the best chance of resonating with buyers. We
many information highly recommend that B2B tech companies think about
technology purchasing their media strategy and aim for a mix of highly targeted
decisions are no longer buyer-focused media coverage, along with a few business
being made just by the media hits for credibility. And don’t forget building
CIO or VP of IT. credibility locally, with the media in your own back yard.
Layering on paid strategies to push your coverage widely is
In fact, most also a must-do these days.
technology purchase
decisions are now WHAT MAKES PADILLA DIFFERENT
initiated within a
specific line of business instead of anyone on the IT team – FROM OTHER B2B TECHNOLOGY
roles such as customer service, finance, marketing, supply FOCUSED COMMUNICATIONS
chain, etc. B2B technology brands haven’t quite caught up
to this yet, and there’s a lot of marketing and PR still being
AGENCIES?
targeted squarely at the CIO. We believe that success is achieved when our work
transforms our clients’ communications and marketing
In 2019 we see an opportunity for technology brands to
activities. We strive to help organizations connect with
revisit their key buyers, do research on the true path-to-
purpose and precision with the people that matter the most
purchase for their products or services, and broaden their
to them – the ones that drive measurable business.
communications programs to connect with both influencers
and decision-makers. This is much more than simply writing messages, placing
stories or boosting social posts. We work to understand our
WHAT KEY CHALLENGES DO YOU clients’ audience behaviors and emotions, in order to build
ANTICIPATE FOR B2B TECHNOLOGY deeper connections. We develop a roadmap of “connection
moments” aligned to each audience and their purchase
BRANDS OVER THE NEXT FEW YEARS? motivations. We create meaningful content that inspires
targeted buyers along their path to action. And we do this
Technology brands often lead with their products and through identifying the right paid, earned, shared and owned
solutions long before the market picks up on the language channels that will engage each target audience efficiently and
and the lingo. What I mean is this: technologies like AI, effectively. Finally, continuous measurement of our programs
machine learning, microservices and automation have been helps us bring clients better recommendations designed
on the market for years in many forms. But the market is to improve engagement, elevate brands to new levels and
just now being flooded with stories and messages about achieve greater degrees of success.
8 CHIEF MARKETER www.chiefmarketer.com
2019 SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE - CHIEF MARKETER
THE TOP MARKETING AGENCIES OF 2019
CONTACT INFO
CHRIS EIFERT
CHRIS.EIFERT@TRICOMB2B.COM
937.890.5311
TRICOMB2B.COM
THE SETUP The next level — the Connected Distribution Center —
meant machine-level sensors, smart controllers, software,
Modern commerce is pushing the limits of distribution and robotics, data analytics and IIoT platforms. Despite its
fulfillment operations. Retailers and manufacturers are complexity, the Connected Distribution Center’s capabilities
contending with speeds, volumes and order variations they’ve needed to be communicated with a simplicity and realness
never seen before. Add to that rising customer expectations, that left the target audience believing in its possibilities
seasonal offerings and flash promotions, and distribution rather than feeling overwhelmed.
center operations start to get a little complex. Multiply that
complexity across an enterprise and, well… you get the picture. We started with a clear market position and defined
messaging hierarchy, ensuring all communications stayed on
The answer to this challenge — an automated, data- message — a consistent cadence to cement their role as the
driven, integrated operation — often felt out of reach for only player capable of connecting all the critical elements of
many companies, more of a promise than an achievable the distribution center. This foundational work resulted in a
reality. Enter Honeywell Intelligrated and the Connected signature visual element that put the target audience at the
Distribution Center, a comprehensive digital platform center of their operation’s key elements — in full control.
designed to give the company’s customers a clear path
toward meeting these challenges. Our job? Design a launch SHOW, DON’T TELL
campaign that ensured their story stood out from the digital
transformation noise and empty promises plaguing so many Once the foundation was in place, we were ready for
Industrial Internet of Things (IIoT) offerings. execution. The key tenets of our strategy were to keep it
visual and allow for self-discovery. We flexed the core visual
SIMPLE AND REAL element to communicate key messages across mobile,
desktop, print and large-format graphics. A signature
We needed to get beyond the hardware. Everyone campaign video allows the target audience to understand
understood automated conveyors and sortation equipment. all of the Connected Distribution Center’s facets in just a
few minutes. Virtual, 3D distribution center environments
provide customers the opportunity for self-discovery,
depending on their areas of interest.
We also needed to make sure our client’s digital
transformation and IIoT messages stood out from
comparable competitor promises. We developed an
extensive content marketing campaign that focused on the
facts. Our copywriters worked with subject matter experts
to produce compelling technical papers and brief videos
that defined concrete paths to implementation while also
highlighting the real results they could achieve by doing
so. Blogs, webinars, direct marketing and a social media
campaign provided additional outlets for these stories.
Easy-to-understand copy. Simple graphics. Big numbers.
Documented success. Consumable chunks of information
to make this advanced platform feel accessible, from single
points of implementation to full-scale enterprise execution.
This was our formula that put Honeywell Intelligrated at the
forefront of future-state distribution centers.
9 CHIEF MARKETER www.chiefmarketer.com
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