The campaign

Transforming a business, and an industry

While the world’s top film, TV and music pros and media organisations use Avid creative solutions to create Academy Award-winning films, Emmy Award-winning TV shows, and Grammy-scoring songs, we aimed to transition the company’s perception from a product-oriented provider of content creation tools to an innovator.

We executed on the company’s new ‘Avid Everywhere’ vision and strategic messaging framework to postion the company as moving the industry to a new, completely integrated media creation, management and distribution model.

We secured prominent profile pieces and panel discussions for the CEO, and used his book promotion to help tell the Avid story. We built narratives around the company’s customer association and its annual event to gain high-level credibility, engagement and endorsement. And used the artists and technology behind today’s best-loved movies, TV and music to showcase the power of Avid solutions.

The Results

National coverage

Using CEO Louis Hernandez, Jr. we secured coverage in leading national print, online and broadcast outlets such as CNBC’s Mad Money, Bloomberg TV and Barron’s.

Media and analyst programme

We educated the market about product innovations, new content workflows and IT best practices re-defining the media industry. Our efforts led to a 210% increase in headline articles, 26.6% increase in earned coverage, 148% increase in top-tier headline articles, and 17.1% increase in tier-one coverage.

Artist stories

We went behind the scenes with industry pros to show how their films, TV shows and songs came to life with Avid tools. Editors and sound pros from Star Wars: The Force Awakens, to Everest and The Martian illustrated the power of Avid tools in national newspapers like The Independent and in trade publications including POST, Digital Production and Definition.

Changing perceptions

We changed the impression of Avid from a closed company focused on individual products to an open one that solves media workflow issues on a common platform. And we positioned the company as the authority on cloud-based workflows through interviews, opinion articles, and speaking opportunities at industry events like NAB and the HPA Tech Retreat.



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