Today, business is about progress, invention, the search for better ideas and answering the questions our audiences haven’t even thought to ask. It’s about getting to the less-expected details behind the headlines and discovering what comes next. A marketing campaign to promote the newly re-skinned and re-designed Bloomberg website grew out of the conviction that the definition of business has changed, that it doesn’t have just one, but many definitions — “Business is provocative”…“Business is stylish”… “Business is ravenous,” etc. Our internal creative agency in New York partnered with local Bloomberg editorial teams to source the most compelling data points and stories on which the creative was based. To make the campaign interactive, we developed the idea of the “business of things,” which highlighted the insight and hidden stories behind some of the products we use every day. Encapsulating that concept, we created a book, entitled "Business is unexpected." Informed by Bloomberg intelligence and insight, it illustrates how everyday products and the industries they represent are ripe for reinvention. The book was handed out to VIP guests at the New York and London launch receptions for the new site.
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