Verizon kicks off new b-to-b campaign

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Verizon Business last week introduced an integrated b-to-b ad campaign, with the tagline “Altogether better,” aimed at global business executives.

The campaign is a new positioning platform for Verizon Business, designed to show how the company's technologies are working together to help solve business challenges for multinational corporations.

The campaign, developed by McCann Erickson Salt Lake City, uses 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 from Verizon in several years, as well as print ads in national newspapers, business publications and vertical magazines. The ads are targeted at CIOs, IT leaders and senior business executives at multinational corporations.

“We really haven't used TV before to target this audience,” Carr said. “We have a great campaign that we're very excited about, and TV gives us a lot of visibility.”

The spots show business executives from a number of industries (such as health care, transportation, energy and manufacturing) talking about how Verizon's communications and IT services help them achieve better business outcomes for their customers and partners.

TV will run through the end of the year on broadcast and cable networks, including CBS, CNBC, CNN, Fox Business and the Golf Channel.

Print ads are running in business publications such as BusinessWeek, Forbes and Fortune, as well as trade magazines including CIO, FleetOwner and Healthcare Informatics.

The campaign also includes an extensive online effort, including a microsite at, thought leadership content and social media.

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