Mark Lethbridge, CEO of Gravity Global shares the secret of their success

By February 6, 2018 News No Comments

I see a significant amount of uncertainty in the market and across the UK in general, which is leading companies to take a reserved approach to their marketing campaigns. That’s a problem, because too much fear leads to safe ideas and tired approaches. But it also leads to opportunity for those who are courageous, and that’s where we’ve focused our attention.

We’ve had considerable success this past year in convincing clients to take a bold and brave approach. Our campaign for Embraer and its E2 aircraft, for example, delivered a 1305% increase in engagement.

It also swept up four B2B Marketing awards, including the top trophy of the night, the Grand Prix. Another was the B2B bravery award, which we’re also very proud of as it reflects the ethos behind our success.

We like to take assertive moves. We renamed Embraer’s aircraft ‘The Profit Hunter’ and repainted the nose of one of its £50 million aircraft with the image of an eagle. They were risky moves but every element of boldness garnered increasing returns.

We also embraced some methods that I see as trends for the year ahead; really knowing the customer at an intricate level, emotive storytelling and the use of innovative technologies, such as VR. For Embraer that meant allowing people to experience the E2 in a totally virtual environment. We’ve done similar things with other clients, such as the engine manufacturer CFM, where we’ve made brand storytelling immersive with VR.

I see a lot of uncertainty in the market and across the UK in general, which is leading companies to take a reserved approach to their marketing campaigns.

B2B marketing has to be creative and strong-minded to cut through the noise. We’re really proud to be an example of what happens when you get that right.

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