B2B Rebrand Campaign

BusinessWeek magazine rebranded. Our goal was to generate excitement, awareness, and buzz in the media buying community; improve perception of the brand through engagement with key attributes.

  • Role Creative concept, copywriter, project manager
  • For BusinessWeek
  • Type Direct mail, print, events, email, website

Developed Smarter, Faster, Richer messaging for a multiplatform, four-month global campaign.

Newsstand Billboards and Banner Ads (Creative Lead — Copy)
Wrote copy for billboards appearing across the U.S. in major airports and city business centers
and display ads which teased the launch of the new BusinessWeek magazine.

Gala Event at Guastavino's in NYC (Creative Lead — Copy)

Wrote copy for invitation, signage, etc. for Gala Event celebrating the magazine’s relaunch.
Event drew senior brand and agency executives, media, and celebrities.
Smarter, Faster, Richer campaign messaging throughout event engaged guests with brand attributes.

Trade Show (Creative Lead — Copy)

Developed and wrote copy to create branded experience at trade shows that engaged visitors in brand values.

Trade show attendees place their business card on one of BusinessWeek's brand value cards Smarter, Faster, Richer
to win a prize. Collected business cards used in Grand Prize giveaway and as lead generation for sales.

Smarter, Faster, Richer branded prize wheel was a big draw at trade shows and repurposed for on-site ad agency events across the U.S.