What they were up against

Analog Devices (ADI) is a $6B global semiconductor company empowering many of today’s leading-edge technology products in aerospace and defense, autonomous transportation, communications, energy, healthcare and industrial automation. Simply put, they make amazing pieces of technology that make a million other things possible. Emerging trends like 5G communications, autonomous vehicles and Industry 4.0 capabilities are quickly transforming the way ADI’s customers and partners do business.

What we did to help

Although ADI has high awareness with electrical engineers, they needed to reshape their message and start speaking to their customers’ customers. Their goal was to move beyond being perceived as meeting performance requirements to being seen as empowering businesses to reach for what’s possible.

We positioned ADI as the “Bridge to Breakthrough Innovation.” Our go-to-market strategy included an overarching brand campaign to differentiate ADI and raise awareness with C-level audiences. Our work humanized the ADI brand and shifted their image from that of a simple component supplier to that of a technology development company making a meaningful impact on the world. Our storytelling strategy is based on the natural phenomena (light, motion, vibration, power) behind their technology solutions as the bridge from physical to digital.

In addition to print, digital, social and video, the go-to-market engagement plan included partner content and sponsorships with The Wall Street Journal and audience-specific publishers like EETimes and EEWeb. We also broke out messaging and engagement tactics to address key verticals and specific technology megatrends, ensuring the most relevant messages were reaching the right audiences.