Menu

Adstream: How do you sell tech to Creatives?

Ian Wheal, Adstream’s Head of Global Strategy, wanted an elevator pitch and a strategic tone of voice for the company’s communications.

The first challenge was that Adstream had acquired several new technology companies over the previous 3 years. Different people had different ideas of the company’s offering, as well as different voices.

The second challenge was also obvious. Adstream is a tech company, but it lives in the Creatives’ world: ad agencies, film production companies, brand-centric companies. Adstream’s language needed to balance its technical offering with a creative appeal.

Do you speak Creative?

We realised that 51% of our job was to build consensus, so we brought the C-suite together for a 1-day workshop.

In advance, we’d carried out a linguistic analysis of the adtech sector, looking at how other firms use language to define (and sometimes limit) their services. This formed the basis of our discussion during the day.

How does tech talk?

We identified a specific trend: London-based tech companies emphasise the functionality of their products. On America’s East Coast, they start to focus more on the benefits for their customers. But when you reach the West Coast, and a company like Slack, they talk about how tech makes you feel.

Our challenge wasn’t to follow the latest trend. It was to see where Adstream most naturally sits along this continuum.

This helped us unlock Adstream’s new positioning and, with the C-suite, we developed a proposition that reflected how they improved their customers’ lives, rather than the technicalities of what their products offered.

Better than we can say it

Adstream now has a clear proposition, a clear and distinctive elevator pitch, it has rewritten its website – and all of it is wrapped in a consistent tone of voice.

Let's stay in touch

We’d love to send you insights on how you can define, align and grow your company with a Strategic Vision – and often in less than 16 weeks.

Sound good? Type in your name and we’ll send twice monthly news and updates.

Sign-up
Get access to our free report: A Deep-dive into HBR's Top 100 Best-Performing CEOsDiscover how the world's most successful business leaders have used a strategic Vision to define, align and grow their business. 

You can expect case studies and practical advice revealing:

  • How to sustain rapid growth
  • How to develop an effective innovation culture
  • How to stay consistent yet flexible in a changing world.
Sign-up