Adelaide
Role: B2B Content Marketing
Adelaide is the leader in attention-based media quality measurement. Its work with some of the world's most revered brands, including Coca-Cola and Škoda Auto, has earned global industry-wide recognition. Adelaide stands out, not just for its innovative technology but for a marketing approach that blends fun and boldness with a dynamic stream of evidence and insights. Here is a sampling of the work I've done for the brand.
Ad Creation
AU Display Ads
This series of display ads was a top-of-funnel campaign positioning Adelaide's AU metric as the industry standard in the burgeoning field of attention metrics. I built these around a competitive asset that only we had — a validating quote from a trusted source in Adweek.
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For the creative, I designed a number of styles for us to test, from playful visuals to uncluttered type treatments.
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I thought the "bat signal" was a great metaphor to position AU as a universal symbol, while conveying the "clarifying light" of attention metrics.
Video Ad: Attention Guide for Publishers
Adelaide has an incredible pipeline of targeted, high-quality content. In this campaign, promoting a free guide to marketers in publishing, we wanted something that connected to the industry's roots while tying it to the future. I used the "spinning newspaper" movie trope to give it a fun, accessible feel with an attention-grabbing visual.
Video Production
In late 2023, I launched and produced "Center of Attention" for Adelaide, a live, short-form webinar series exploring the latest in attention measurement through conversations with key partners. The three-part pilot series drew hundreds of viewers, generated dozens of leads, and established a repeatable, low-cost model for success.
“Center of Attention” Webinar Series
Marc Guldimann with Tom Triscari
Jordan Weiers with Neala Brown
Karl Sjulsen with Sharad Kandoi
Sizzle Reel for Cannes Lions Event
Adelaide needed a promotional video to play at an event it co-sponsored with GroupM at the 2024 Cannes Lions Conference. The video had to be under a minute, with no sound, and meant to play on a continuous loop. I created this snappy, 45-second piece blending video and fluid animations to bring the data and case studies to life.
Writing
WARC.com, 12/18/23
Ghostwriting / Thought Leadership
Ghostwriting / Thought Leadership
Blog Post / Content Marketing
Design: Social & Editorial Creative
Editorial Graphics & Illustrations
Design: Brand Collateral
Business of Attention: 2024 Event Branding
For Adelaide’s first-ever Business of Attention conference, I developed a full slate of brand assets, including the physical signage, social assets, and the gift merch for attendees.
AU University Logo & Elements
Case Studies
