B2B that’s not boring2boring.
Hi. I’m Jon. I’m an ECD-level writer with 25+ years of experience.
I turn big, hairy business problems into simple, elegant solutions.
In fact, the B2B you’ll see here is a total U-turn from boring. Instead, it sparks conversations. It gets shared. It gets results.
But don’t take my word for it. See for yourself…
IBM: The Cloud for Business
A big brand that took a little lesson from MTV.
IBM had a strong and compelling cloud product, but the problem was most people didn’t even know it existed—more or less what made it unique. So we looked at the launch of other iconic brands like MTV and Absolut, and were inspired to create this stand-out 360º campaign that drove home the brand along with 20 product differentiators. Below, are just a few…
After establishing the brand, we opened the aperture to talk about the benefits of blockchain on the IBM Cloud.
Here’s the case study in case you want the short-hand of the business problem and the entire campaign…
IBM: Behind the Code
Behind the Code: a campaign that puts enterprise developers front and center.
The world doesn’t really recognize the tough problems that enterprise developers are solving. So we created a series of OLVs and social posts that celebrated all that they do—and drove them to a microsite where they can learn about all of the IBM solutions that can help.
Social posts called out key case studies and drove our developer audience online where they can learn more about IBM technologies and client partners...
And finally, here’s a case study with a summary of the entire campaign and the experience…
I’ve worked closely with the CMOs of IBM, Ernst and Young, American Express and Citizens Bank.
And I’ve partnered with AI engineers, cloud developers, coders, financial leaders, and more than a few celebrities.
IBM: Dear Tech
An open letter to the Tech Industry.
Technology has advanced the way we work and play, but at what cost? And who is being left behind? In this 360º campaign, we handed the mic to the public—and a few key influencers like Janelle Monae, LGBTQ Advocate; Ariana Huffington, business leader; Buzz Aldren; Tarana Burke, founder of the #MeToo Movement to name but a few. We challenged the industry to expect more from technology, and learned about the real-world problems that IBM is helping solve.
“Dear Tech” launched with a :60 film at The Oscars, and continued online with dozens of social posts that sparked a conversation and drove users to ibm.com to learn more about solutions around the ethical use of AI in healthcare, women in STEM, using IoT to aid first responders during natural disasters, and the role of blockchain in food safety.
IBM + Malcolm Gladwell: The Smart Talks Podcast
One of 2023’s Top Five Most Listened to Podcasts. Right up there with Chelsea Handler.
Sponsored by IBM and hosted by thought-leader and cultural force Malcolm Gladwell, we created a weekly podcast series with Pushkin Media. In each 30-minute episode, Malcolm speaks with the visionaries who are creatively applying technology in business to drive change and transform their industries.
IBM: Smart Loves Problems
A campaign that invited businesses to bring us their unsolvable problems.
Here, we actually celebrated the world’s toughest challenges. Because problems inspire us to fix things, and do what’s never been done before.
We followed up the launch with mini-documentaries that took a deeper dive into case studies between IBM, industry leading clients and innovators.
Here, an IBM Computer Scientist is developing AI-powered suitcase to help the visually impaired.
And how Dole farmers are using blockchain on the IBM Cloud to eliminate food waste at scale.
We shared how IBM is changing the country’s school systems, and providing career-changing opportunities to STEM students.
IBM: Hybrid Cloud
How do you take a complex subject like hybrid cloud computing and put it in simple terms? We took inspiration from the 2015 hit film “The Big Short” and launched IBM’s Hybrid Cloud with a few celebrities of our own.
Here’s platinum music producer, Timbaland on how your data, apps and clouds can all work together…
And celebrity chef Anne Burrell on automating processes across all of your clouds…
Racing champion, Jamie Chadwick on IBM’s team of business experts…
We then followed up IBM’s Hybrid Cloud launch with case studies based on four key industries...
Of course, the tech industry isn’t the only thing that I do.
For examples of work I’ve done for banks and consulting companies, keep scrolling…
Ernst & Young: Super Spy
When it comes to business transformation, you need more than fancy tech.
Secret Agents have the latest technology. But EY knows you have to know more.
Citizens Financial
“One of Fast Company’s Most Innovative Companies”
How do you get people to spend 45 minutes watching an ad for a bank? We did it by not creating an ad, but by creating an immersive experience that launched Citizens Bank in one of the world’s most competitive financial markets.
For over a year, we concepted, researched, interviewed and filmed 5,000 New Yorkers across all five boroughs. And the result? A 10,000 square foot space and four interactive rooms filled with stunning data visualizations, never-before seen directional audio technology, and immersive documentary stories from all walks of New York life.
The Living Portrait was awarded by the Clios, D&AD, and The One Show. It was visited by celebrities, New York City council members, and reporters from The New York Times, Bloomberg, and Time Out Magazine. It was featured in AdWeek, AdAge and Muse by Clio. And it earned Ogilvy a coveted spot on Fast Company’s Annual List of the World’s Most Innovative Companies.
