WeWork steps up marketing amid turmoil with ‘happier’ TV spot

WeWork TV commercial
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Its eccentric and controversial CEO suddenly stepped down. The value of its proposed initial public offering has plunged. Its lead investor is reportedly in talks to take over control of the company. WeWork, however, would like its target customers and prospects to focus less on the challenges facing its business and more of what it’s like to use its spaces to run their own.

In its most recent 30-second TV spot, the embattled firm compares itself to an operating system which, according to a voice-over, can “continue to evolve with you, so your team can work smarter and happier.”

Clearly aimed at other ambitious startups, WeWork says it can design customize the environments in which its customers choose to set up shop. “The future of work is about the power of connecting space and people,” the voiceover adds.


iSpot didn’t list who created the TV commercial, but last year AdAge reported the firm was using an in-house agency called Creative Project to develop some of its key marketing assets.

The Verge, meanwhile, reported on Friday about a 90-day plan by WeWork to divert of non-core businesses, including a number of firms in the martech space such as Meetup, digital marketing solution provider Conductor and conference room technology startup Teem.

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Shane Schick
Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.