We understand that the B2B sale is a considered decision requiring a depth of sophisticated information and a synchronized approach to marketing at all touchpoints. We view ourselves as our clients’ long-term partner. Our passion is developing brands and then partnering with our clients to activate these brands across all communications channels for maximum impact.
Inflection Point:CIT, a leading provider of financing to small businesses and middle market companies, needed to shift from a product-centric organization to a vertical markets focus.
The Strategy:To highlight CIT's focus on growth, while promoting its industry expertise and commitment to the small business and middle market sectors, DeSantis Breindel created an attention–grabbing global integrated advertising campaign, which focuses on portmanteaux – a word formed by merging the sounds and meanings of two different words.
Sample portmanteaux, and their definitions:
- Growmentum [groh-men-tuhm] Strong momentum generated by innovative financing solutions and deep insights from CIT
- Dealpertise [deel-per-teez] Expertise from CIT in developing customized lending, leasing and advisory solutions for middle market companies
The Results:The award-winning campaign was launched in over 25 corporate and industry-specific print advertisements, as well as a wide array of targeted online and mobile banner advertisements. In addition, CIT employees were encouraged to actively participate in the campaign and become brand ambassadors through a portmanteau creation contest. In the first 90 days, the contest resulted in over 350 word entries from employees in 17 offices from 9 countries around the world.