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It's far easier to market a product (dog food, deodorant, take your pick) than a service, but the latter makes you think smarter. This opportunity was with Resources Global Professionals, a multinational business consulting firm that counts two-thirds of the Fortune 500 companies as clients. Working with Lighthouse Branding, we threw out the old and started fresh, like we knew nothing about the company. (Not a stretch, since we selected Lighthouse a week before I started as Resources Global's marketing director.)
The campaign became a celebration of successful business partnerships: Resources' real clients and consultants. You couldn't make this stuff up. Well, you could, but we didn't need to.
Revenues grew by 24% during the global ad campaign's three-year run. Coincidence? I think not. Click below for samples from the campaign, which included print, web, online ads, SEM, radio, direct response, event displays and promotional products.
