Verizon Wireless
4C trade space campaign targeting Federal civilian,
military / intelligence, state / local government agencies,
1st Responders, K12 and higher education

B2G marketing under a B2C brand with a huge market presence -- in this case, the largest one around -- presents special challenges for positioning. How to ensure relevance in a highly tribal, serious-minded environment for a brightly-colored brand with a strong product bent? My team used extensive qualitative and quantitative research, combined with integrated art direction at brand, solution and product levels, to create "bridge" messaging and creative that remained faithful to the core brand, yet gave it B2G relevance and immediacy. Across three brand platforms, our approach's reader-performance metrics consistently bested those of AT&T and Sprint.