MBJ Ad: 25 Years In Marketing for inferno

Goal

My goal was to strategically create copy that would speak to both prospective clients and top talent looking to join the agency. It was important that I highlighted inferno’s three company values (passion, impact, and excellence) while positioning inferno as a strategic-minded option for clients looking for a marketing partner.

Execution

Because inferno prides themselves on their core values, I felt it was important to center them in the copy of this ad in a way that aligned with their strategic goals:

Passion: I focused on how on reliability and relationship-building is at the center of inferno’s passion for delivering results for their clients.

Impact: Community involvement is a cornerstone of inferno’s business model. I represented their Fuelanthropic mission – a benefit they offer employees of 40 hours per year of PTO specifically for volunteering – as a central pillar of their culture in relation to their values.

Excellence: Because inferno’s client list ranges from large corporations to small businesses, I wanted to position inferno as a marketing partner that could deliver excellence on any stage – global or local.

From a creative aspect, I approached the copy with poetic formulas in mind, using phonetics and rhythm to foster an emotional response to the technical information inferno wanted to convey. This was achieved largely through utilizing assonance, alliteration, and repetition in the body paragraphs.

Results

This ad was successful in delivering on inferno’s goals external promotional goals, and it is still in use on their site in tandem with a long-format article also submitted to the MBJ.

After 25 years in business, we’ve learned a few things about marketing.

We know that authenticity and collaborative creativity are crucial for building any brand, whether it’s global or local. That trustworthy work and genuine relationships are the most valuable assets we can provide a client. That community-centered core values and a culture of giving back are essential to long-term success.

25 years later, we’re still all about learning — from our clients, our team, and our neighbors . We can’t wait to see what lessons are on the horizon for our next 25 years. 

Creative Director: Michael Overton