Tom Stein, president-chief creative officer
2012 b-to-b revenue:
Automatic Data Processing, CBOE, InnerWorkings, IntraLinks, Maxwell Systems
Major 2012 campaigns:
CBOE, “Execute Success,” print, online, radio, out-of-home, events; Crisp Media, “Certifiably Better,” mobile; IntraLinks, “Enterprise Strength Collaboration,” print, online, mobile
Grew total agency revenue by 13%; added new clients such as ADP, Applause, Avail-TVN, Chief Executive Group, Crisp Media, InnerWorkings, Local Design Solutions, Maxwell Systems and TrustedID; joined the Business Branding Network; 80% of business is b-to-b
Stein+Partners Brand Activation, New York, saw the results of its rebranding effort in 2011 pay off with new client wins and double-digit revenue growth last year.
“2012 was an inflection point for the agency,” said Tom Stein, president-chief creative officer. “What we set out to achieve over the past decade we have really seen come to fruition. Our goal is to make the agency more global, more capable and more able to serve a diverse array of needs for large enterprises and major brands. We've seen the results of that.”
Last year, revenue grew 13% to $15.3 million, and the agency won new b-to-b clients including Applause, Automatic Data Processing, Avail-TVN, Chief Executive Group, Crisp Media, InnerWorkings, Local Design Solutions, Maxwell Systems and TrustedID. It also became a member of the Business Branding Network, a global network of independent b-to-b agencies.
For the Chicago Board Options Exchange, the agency launched a rebranding campaign called “Execute Success,” which included print, online, radio, out-of-home and events.
“CBOE is in a supercompetitive market—the exchange marketplace,” Stein said. “At a time when equities haven't been too forgiving to investors, they have developed a terrific mix of products. What people are seeking right now is the ability—whatever their investment strategy might be—to have a partner that allows them to execute success.”
The campaign highlights critical moments during the day when investors can turn to CBOE products to capitalize on an opportunity or minimize risk.
For example, one print ad shows a digital clock set at 9:30 a.m., with copy stating, “Volatility has you bearish right from the bell. It's time to execute success with VIX options and futures.”
For IntraLinks Inc., a provider of secure file-sharing solutions, Stein+Partners created a campaign called “Enterprise Strength Collaboration,” that used print, online and mobile.
“What distinguishes IntraLinks from its competitors is that the technology and approach are more secure, enabling a level of control and governance that is unsurpassed in the market,” Stein said. “Based on that, we developed a campaign around the notion of "Share anywhere; control everything.' We created huge amounts of content to build the category and engage the audience and sales force.”
The ads show images of business decision-makers with total control over their enterprises. For example, one ad shows a CIO in the clouds overlooking recognizable structures from around the globe, such as the New York's Chrysler Building, London's Gherkin building and the Sydney Opera House, all part of one skyline.
The campaign also included virtual town hall events in which business decision-makers and industry thought leaders discussed enterprise security issues.
For Crisp Media, a mobile advertising technology company, Stein+Partners created an all-mobile campaign called “Certifiably Better.”
The effort featured proprietary rich-media ad units optimized for mobile devices that showed how Crisp Media delivers certifiably better results for advertisers and publishers.
The campaign featured a team of mobile superheroes led by “Mo.” Other superheroes represented specific Crisp Media products, such as “Maven” (product launches), “Rainmaker” (lead generation) and “Closer” (sales).
The ads let users tap on the units to expand them to full screen and view product demos and other information about Crisp Media.
“Response and engagement levels to the campaign have exceeded expectations,” said Jason Young, CEO of Crisp Media. “More important, we have gotten a steady flow of leads and client engagements, and our marketing ROI for the campaign is off the charts.” —K.M.