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Client: BKD
Creative Firm: Greenfield/Belser, Ltd. - Washington, D.C., USA
Creative Team: Lindsay Mead - Account Executive; Tae Jeong - Senior Designer; Burkey Belser - Creative Director; Joe Walsh - Creative Director; Mark Ledgerwood - Art Director; Gene Shaffer - Production Artist
An ideal marketing campaign emphasizes the experience of the client in its field while creating an experience by which the reader can identify with the service or product marketed. Greenfield/Belser, a Washington, D.C. marketing firm, combined the two in a series of ads for BKD, a national CPA and advisory company with 30 offices across 12 states. "Our goal was to position BKD as a national firm with all the resources and talent of a Big Four firm, combined with the personal touch the Big Four notoriously lack," the agency says.
The campaign centers on the double meaning of the word "experience"-the type of relationship one encounters and the type of expertise one receives-and interesting images used to visually speak to each word: "Experience support" illustrated by a house figure made of stones, for example. Greenfield/Belser added to the mix copy that calls to attention facts that seek to "drive home the idea that they BKD is not your local accounting firm, but a firm that has breadth and depth needed to succeed in a wide variety of states and industries."
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