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Bloomberg TicToc is the first and only 24/7 social news network built for Twitter. TicToc provides independent, verified, non-partisan news. We launched the channel through a series of targeted tactics on social media and strategically placed ad pieces that contributing to generate buzz around this new service. The creative highlights key product features to demonstrate how the new platform works. We also collaborated with the editorial team in branding the platform, coming up with a typography system that make headlines pop and a unique colour scheme that makes TicToc easy to spot among the competition.
Situated on the site of Bloomberg’s new European HQ, the London Mithraeum is a cultural hub showcasing a 240 AD temple, a selection of Roman artifacts found during the excavations, and a series of contemporary art commissions responding to one of the UK’s most significant archaeological sites.
Working closely with Bloomberg Philanthropies and the Museum of London we created an identity that helped communicate the dual nature of the offering - past and future, brought together.
The identity comes to live in signage, digital collateral for the hub, as well as a campaign that helped present the Mithraeum as a new cultural landmark for the city of London.
At launch, the campaign introduced the hub as a dual destination both for art and history enthusiasts. Later on, we introduced the stories behind some of artifacts discovered on the site, which helped highlighting the importance of the excavation as it reveals an important part of London's past.
Combining an integrated media and content strategy, the campaign managed staggering results, achieving over 60,000 pre-books in the week of launch.
Championing creativity and technology Bloomberg wanted to celebrate innovation in the UK – by revealing and showcasing real innovation in the UK. We put new definition around “innovation”, a word grown tired from years of industry-wide abuse. Our definition: the companies changing how the UK lives, works and thinks. We created a fully-integrated content campaign, designed to give value to UK start-ups – the next generation of business influencers – by raising their exposure through the channels at Bloomberg’s disposal. Furthermore, by enabling Innovators to become advocates themselves, we organically amplified the project’s exposure and reach.
We assembled a panel of judges from finance, technology and social enterprise to identify the 50 breakthrough companies who are changing how the UK lives, works and thinks. We looked beyond the obvious, finding Innovators from every corner of the UK, not just the usual suspects in a warehouse in London.
We sent photo, video and editorial teams to the offices of these companies all over the country to harvest the materials for the content. The microsite provided the campaign’s heart, enabling users to explore the content captured in the field about each Innovator. The launch party provided opportunity for the Innovators to network and share ideas.
A launch-day article leveraged the reach of Bloomberg’s flagship news website. Micro-videos on Facebook and Twitter provided bite-sized interviews and insights from Innovators, driving to the microsite. Crucially, we gave each Innovator their own social media toolkit, enabling them to become ambassadors for the project and give us access to their community on social. The social media tookit included Innovator micro videos, customised quote cards, and digital badges for use on their social media profiles.
The aesthetic and attitude of the micro-content was translated to promotional creative that ran in Print and on TV. With no budget for a big OOH campaign, we needed to be cunning. Flyposters in Shoreditch made a mark in the home of the majority of the Innovators, and succeeded where billboards couldn’t. They were cheap, targeted, and atypical of brands like Bloomberg.
As a result, we broke company records for video consumption on social media, giving a huge boost in exposure to featured Innovators and enhancing Bloomberg’s positioning with this key audience. We raised the profile of some key companies, reshaping the UK's thriving business landscape. Our innovative content strategy and design were awarded at the Creative Pool Annual, ADC and D&AD.
STYT is a Bloomberg event franchise, focusing on the areas and trends that are on the cusp of revolutionizing business, technology and the world around us. The first event of the series kicked off the opening of New York's new Cornell Tech campus, situated on Roosevelt Island. Speakers included IBM's CEO and President Ginni Rommety, Blue Apron's Matthew B. Salzberg, Verizon's CEO Lowell C. McAdam, Google's CIO Ben Fried and Bloomberg's own CEO Michael R. Bloomberg.
Bloomberg's Marketing Studio was in charge of developing the identity, that needed to work across marketing assets, the branding at Cornell Tech's campus and social media.
One team. Ten runners. One mile each. The Square Mile Relay is the most important corporate relay in the world. It brings together the banking and finance community in 10 races across the globe. As global creative lead for Bloomberg, I worked with the race's organisation refining the race's brand and coming up with a strong visual language that would work across marketing, event and digital collaterals. In 2016, we also designed an adaptation of the event's classic logo, that would mark the race's 10th anniversary in London.
The stories behind the things you buy.
More and more, Bloomberg’s audiences are doing business, accessing information and communicating digitally and in real-time — not just digesting news, but participating in it. We saw that we could reinvent how we bring our brand of news to the world and that we would need a corresponding marketing campaign to illustrate the changes taking place.
Technically, the new site had to be uniquely digital, built for a global web audience — not simply news living on a website — and designed to deliver the right news at the right time on any device. In the end, we believed that the “Business is…” campaign needed to leave the audience with the belief that Bloomberg Business doesn’t just deliver the news; we needed to prove that the site features smart stories — both local and global — that really matter, when and how audiences need them, with relevant context and thoughtful reporting that goes broader and deeper than the headlines.
From an interactive, experiential perspective, we developed the idea of the “business of things” to highlight the insight and hidden stories behind products and services we use every day. First we created a book, informed by Bloomberg intelligence and insight, to take a closer look at some of the things we encounter each day and discover a less-expected side of business. We also built a pop-up shop for our U.S., London and Dubai launch receptions. At these temporary shops, we displayed commonly used products — laundry detergent, toothpaste, canned salmon, bottled water — with accompanying stories to showcase more hidden, unexpected business stories. Finally, we created a vending machine, installed at our Davos TV studio.
Bloomberg began its India operation in 1996. Twenty years later, we celebrate the company's critical role in the dramatic evolution of India’s economy as the fastest-growing economy in the world.
This campaign highlights the importance of this event bringing together the dynamism of the Bloomberg brand and the vibrance of India as a country.
The brief? A simple, easy to digest film that can explain the complexity of Bloomberg's universe and technology. The solution: a story about the power of information, transparency and innovation — with a very simple and graphic style. Oscar-winning composer Nico Casal helped with the soundtrack, highlighting critically important concepts with the music.