How do we build a campaign around our new story?

A B2B brand campaign needs a clear insight before it needs a visual identity system or a line of copy. The new brand narrative should connect the organisation's offer with a real shift, need or opportunity in the audience's world. That connection gives the campaign a job to do: explain why the story matters now, not simply announce that the brand has changed.

For Genius Sports, the starting point was the changing way people engage with sport as digital technology enables deeper, more immersive use of data. That insight made it possible to position the business as a partner helping organisations create richer fan experiences. A campaign built around a new story becomes more focused when it identifies the change in the market, the audience that feels it and the role the organisation can credibly play.

A campaign centred on a new narrative works best when one simple idea can flex without losing its meaning. The campaign idea should make the positioning memorable, give different audiences a relevant entry point and create a consistent thread across brand activation, digital content and launch communications.

The Built on Genius concept translated an ecosystem story into an ownable, flexible device. It put data at the centre while allowing the campaign to show its effect from the perspective of players, brands and fans. The visual approach used layered imagery, animation and interactivity to bring the scale and movement of the story to life. A brand film then added emotion and energy while explaining the technology's value. The result was a connected campaign system, rather than a set of separate assets.

We believe a campaign should do more than decorate a new brand narrative. It should make the story easier to understand, harder to ignore and flexible enough to work across the audiences that matter. That means looking for a partner that can find the audience insight, shape a clear campaign idea and bring it to life through words, visual identity, content and film.

We put that approach into practice for Genius Sports. Our research identified a changing sports audience and the growing role of data in fan experiences. We developed Built on Genius as a simple idea that could show the ripple effect of the company's technology across its ecosystem. We then created a layered visual style and brand film that gave the campaign movement, emotion and a clear sense of possibility.