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PERSONALISED ABM CAMPAIGN

 

My role as an art director at Sage was far from your typical art director's job. Instead of leading an internal creative team, much of our work involved overseeing and guiding 3rd party creative agencies and freelancers. However, when it came to internal communications, I got to roll up my sleeves and get hands-on.

This particular external-facing project was a gem in our in-house portfolio, delivering spectacular results. Our mission was clear: create an Account-Based Marketing (ABM) campaign targeting a select group of enterprise-level CFOs.

What set this campaign apart was the extraordinary level of personalization we achieved. We went all-in from billboards near their offices to magazine inserts, Google ads, and even a personalized video brochure featuring a heartfelt message from our CEO, who had recently been in their shoes as a CFO. I pushed hard to work with Synthesia to produce an Avatar of the CEO, so we could create video personalization at scale, but sadly I was unsuccessful in this one area. 

It's safe to say that this project showcased the power of a hands-on, in-house approach, and the results spoke volumes

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