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February 2018

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by Gary Mattes, CEO When Amazon opened up the opportunity to cities to be the location for its next North American headquarters, of course every community hoped they had a shot. Why not? There aren’t many opportunities to change the fortunes of a city in one fell swoop. The problem is that most cities are expending resources on this “pitch” when they are already hemorrhaging money, without much opportunity to increase revenues. It doesn’t take a bookie to see these are bad odds—it just takes someone in the agency business.  The process of choosing an ad agency has often entailed the “agency pitch”—not too dissimilar to the city pitch. But when an opportunity

by Patrick McAuley, President and Chief Strategy Officer This year’s Super Bowl mirrored every other in one respect – very few B2B brands invested in an ad for the big game. Squarespace was one of only two or three to buy a $5.5 million 30-second spot to reach B2B buyers. Why would this one B2B brand commit such resources to this one tactic? Might the strategy behind the bold move be worth considering for your B2B brand? Let’s take a look at the Squarespace ad, assess its effectiveness, and weigh it against other ways they might have spent their Super Bowl ad budget. In the ad that aired Sunday, actor Keanu Reeves – of