Case Study:
Radically Human
Rebranding Campbell Ewald
The Challenge:
I was hired at Campbell Ewald to help the 113-year-old agency move beyond traditional ad industry stereotypes and showcase its genuine commitment to human-centric strategies. The challenge was to articulate this shift in a compelling and authentic manner, resonating with clients and attracting top talent. Their existing brand messaging lacked the emotional depth and contemporary feel necessary to capture the agency's true essence.
The Solution:
A comprehensive rebranding strategy was implemented, with copywriting and UX writing at its core. I was brought on board to craft all website content, blog posts, social media content, outreach materials, and new business pitch copy. It was my job to be the voice of the agency, ensuring consistency and authenticity across all communication channels. The "Radically Human" ethos was implemented into every piece of content, emphasizing empathy, collaboration, and a deep understanding of human behavior.
Key Strategies & Execution:
Tone of Voice Establishment: A clear and consistent tone of voice was developed, characterized by empathy, authenticity, and a genuine interest in human connection. This tone was applied across all platforms, creating a cohesive brand experience.
Website Overhaul: I rewrote all of the agency's website creative copy and UX writing, showcasing the "Radically Human" philosophy through compelling storytelling, client testimonials, and clear articulation of the agency's services. The new copy highlighted the agency's focus on understanding human needs and motivations, moving beyond surface-level demographics. It also made the experience easy to use and navigate.
Blog Development: A consistent blog schedule was established, featuring thought leadership pieces that explored the intersection of human behavior and marketing. These articles provided valuable insights to clients and positioned Campbell Ewald as a thought leader in the industry.
Social Media Engagement: I revitalized the agency's social media presence with content that fostered genuine connection and dialogue. The new tone of voice was conversational, empathetic, and engaging, reflecting the "Radically Human" brand promise.
Outreach & New Business: I also focused on outreach materials, from email campaigns to presentation decks, which were infused with the new brand voice. In new business pitches, I emphasized the agency's human-centric approach, demonstrating how their understanding of human behavior could drive client success.
The Results:
The "Radically Human" rebrand was a big success for Campbell Ewald. Clients responded enthusiastically to the agency's renewed focus on truly understanding their audiences, leading to a stronger, more positive brand image. This, in turn, made Campbell Ewald a more attractive destination for top talent, boosting recruitment efforts.
But most importantly, the rebrand impacted the bottom line, with the agency's human-centric approach becoming a key differentiator in successful new business pitches. The consistent and authentic voice, now seamlessly blended into every communication, modernized Campbell Ewald's brand and created a more approachable experience for everyone involved.