Outperformance

How do you make B2B marketing less boring? The brief was to showcase the business's expertise and generate leads at conferences and events. In a sea of websites and QR codes, we wanted something that would stand out. At the end of the day, businesses are just people, so what would we actually find interesting? We settled on a printed newspaper centred on the theme of outperformance. Choosing print over another digital campaign meant something tactile that people would pick up, keep and read, rather than scan and forget. Each article is tied to a different kind of performance (sport, music, dance etc.) and paired with bold, high-contrast black and white photography, cropped and edited to feel dramatic and premium. Pull quotes and abstract image crops guide the reader through, keeping the content visually engaging and easy to navigate across a long-form format. Leaning into tactility, the newspaper one that carries the brand's authority and sets it apart from the eDMs and landing pages everyone else is sending.