The campaign is a new positioning platform for Verizon Business, designed to show how its technologies are working together to help solve business challenges for multinational corporations.
Developed by McCann Erickson, Salt Lake City, the campaign includes TV, print and online. The budget was undisclosed.
“It’s a big departure from how we’ve gone to market in the past, where we have focused around individual technologies,” said Becky Carr, VP-global marketing for Verizon Business. “The shift is that we are now really focusing on the solutions we deliver, showing our understanding of enterprise businesses and how our technologies can improve business challenges and business outcomes.”
The campaign includes the first b-to-b TV spots for Verizon in several years, as well as print ads in national newspapers, business publications and vertical magazines.
The effort also includes an extensive online effort, as well as thought leadership content and events.