WeWork TV commercial

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

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 […]

Esri TV commercial

Esri uses the busiest intersection you’ve ever seen to map the order within chaos

Maps have always helped people to get from A to B, but a new TV commercial from Esri helps explain the connection between location intelligence and moving a business in the right direction. What starts as a young boy’s reverie of watching leaves blow across the ground becomes quickly shifts to a scene in an […]

Oracle TV spot shows blind and visually impaired people taking roles in customer service, finance and more

Oracle is challenging the old axiom that seeing is believing with a TV commercial that showcases how its cloud technology is allowing blind and visually impaired people to take on jobs that once required considerable assistance from others. The 30-second spot showcases Industries for the Blind and Visually Impaired (IBVI), a West Allis, Wisc.-based organization that […]

A B2B industry association takes only 15 seconds of TV time to show the value of its certification

One of the hardest challenges for any industry association is convincing non-members (and even members) to pursue its professional certification program. This often involves a lot of e-mail campaigns, web site landing pages, in-person events and more. The Institute of Management Accountants, on the other hand, managed to make a convincing case in only a […]

Microsoft snow leopard ai commercial

Microsoft TV commercial uses snow leopards to demonstrate the business case for AI

Poaching and attacks from herders are threatening their existence, and the latest TV commercial from Microsoft showcases how its artificial intelligence software could help spot all the snow leopards that need saving. Produced by its agency Dentsu Aegis Network, the 30-second spot is introduced by rapper and musician Common, who has been featured in the software […]

Google Ads B2B

A guide to using Google Ads for B2B lead generation

With organic search traffic becoming increasingly difficult to count on due, in part, to the rise of zero-click search results, paid search ads are currently the best way that businesses can expect to receive targeted search traffic from Google. But creating an effective B2B pay-per-click campaign on Google can be challenging due to several factors […]

LinkedIn B2B subprime data crisis

LinkedIn execs warn of ‘subprime data crisis’ and need to embrace ‘long data’ in B2B marketing

B2B marketers may be falling victim to third-party data providers that are similar to the mistakes that lead to the economic recession of 2008, according to senior executives from LinkedIn Marketing Solutions. Speaking at an event for its Canadian customers earlier this month, the LinkedIn execs described what they called the “subprime data crisis,” whereby […]

IBM Apollo 11 50th anniversary

IBM TV spot uses Apollo 11 50th anniversary as a metaphor to inspire business leaders

Businesses might consider their digital transformation efforts as an act of pushing boundaries and exploring new frontiers, but the most recent IBM TV commercial is a good reminder that few will ever top the ambitions of NASA during the Apollo 11 mission. In a 30-second spot that consists entirely of archival footage, IBM effectively newsjacks […]

Pressboard Boost

Pressboard Boost gives brands a way to amplify the social reach of earned media coverage

Pressboard is building upon its work in developing a platform to help brands improve their paid media efforts with Pressboard Boost, a product that will amplify the social reach of its clients’ earned media coverage. The Vancouver-based firm officially launched the beta version of Pressboard Boost on Wednesday. When a B2B brand is profiled or […]

Barracuda Networks TV spot Your Journey Secured

Barracuda Networks TV spot reminds business leaders to secure data at every step of their journey

There is no specific mentions of its firewalls, SD-WAN or other data protection products, but a new TV commercial from Barracuda Networks has created a panorama of business environments that suggests IT security should  always be running in the background. “Your Journey, Secured,” takes viewers from an airplane to under the car in a mechanic’s […]

John Boyega Cisco

Cisco TV spot has John Boyega championing the cloud as a ‘force’ in business

There is no mention of the words “Star Wars” and he’s walking on water rather than the desert planet of Jakku, but John Boyega still manages to walk with the confidence of a stormtrooper in the latest TV commercial from Cisco. In a 30-second clip titled ‘Unleash the Power of the Cloud,” the actor best known […]

Deloitte TV commercial MC Escher

Deloitte TV spot takes potential customers to a house M.C. Escher would have loved

What starts off as a very straightforward scene with a young businesswoman in a typical boardroom soon turns into a topsy-turvy journey that’s all about Deloitte trying to open up business professionals to unexpected possibilities. The consulting giant’s latest TV commercial appears to be inspired by the work of the late Dutch artist M.C. Escher, […]

Instagram B2B marketing

65% of B2B marketers will increase Instagram organic activity in 2019: Study

Facebook and LinkedIn may continue to reign as the top social channels for B2B firms, but a majority of 65 per cent are now also making use of photo-sharing service Instagram, according to a study released late last week. The 2019 Social Media Marketing Industry Report, published by the Social Media Examiner, is based on […]

20-Min Term Sheet Romanow Clearbanc

Clearbanc’s Michele Romanow explains how her ’20-Min Term Sheet’ could finance 2,000 firms’ paid marketing efforts

Michele Romanow knew she had to do something to help entrepreneurs better market themselves — and keep control over the companies they create — when she first saw the wooden iPhone cases. As a judge on CBC’s Dragon’s Den — a sort of Canadian alternative to the U.S. hit show Shark Tank — Romanow regularly […]

Oribi

Oribi video ad portrays social media channels as uncontrollable, spandex bodysuit-wearing employees

B2B CMOs may occasionally have challenges wrangling the staff on their marketing teams, but that’s nothing compared to the way a firm called Oribi has portrayed the various social media channels used to communicate with customers. Based in San Francisco, Oribi offers a dashboard-like tool that is designed to track content from a company blog […]

Insperity TV commercials

Insperity TV campaign urges numbers-obsessed businesses to prioritize people

There may be something kind of cuddly about the employees walking around in giant felt suits in the shape of numbers, but a pair of TV spots from HR outsourcing specialist Insperity are meant to make a serious point about remembering the “human” in “human resources.” Based in Houston and formerly known as Adminstaff, Insperity […]

Google Cloud NCAA

Google Cloud TV spot shows how student developers can make sense of March Madness

As basketball fans tune in for some intense competition during the 2019 NCAA Tournament, Google is using the commercial breaks to show how its Google Cloud infrastructure is running data analytics applications to help developers better understand the game and even predict what might happen. Produced by its creative agency Eleven Inc., the 30-second TV […]

Philip Smolin

Inside The Mind Of . . . Philip Smolin

A digital marketing innovator for a quarter century, Philip Smolin is an industry expert on data and analytics, programmatic media buying, audience targeting, and the emerging business models redefining marketing. As Chief Strategy Officer of Amobee, Smolin is responsible for driving their global strategy and key growth initiatives that integrate data, analytics and programmatic activation, […]