Leading global financial digital platform and enterprise solutions provider, FactSet, has launched a groundbreaking campaign challenging the traditional norms of B2B advertising.
With over 40 years of experience, FactSet has been at the forefront of providing comprehensive data and technology solutions to over 206,000 investment professionals worldwide. Seeking to differentiate itself in a competitive landscape, FactSet embraced a bold and memorable approach to raise awareness of its offerings.
Developed in collaboration with agency VSA Partners and production company Thinking Machine, the campaign, titled “Not Just The Facts,” aims to redefine how the investment community perceives information.
FactSet’s Chief Marketing Officer, Jenifer Brooks, underscored the campaign’s relevance, stating, “The investment community is inundated with data. FactSet’s intelligent platform ensures clients receive not only factual information but also the context necessary for effective decision-making.”
In a humorous twist, the campaign depicts members of the investment community bombarded with increasingly absurd and irrelevant facts, highlighting the overwhelming nature of information overload. The underlying message emphasizes the importance of context and personalization in decision-making, asserting that raw data alone is insufficient for informed choices. Watch below:
REELated:
Kim Mickenberg, Associate Partner and Executive Creative Director at VSA, emphasized the campaign’s departure from conventional B2B advertising, stating, “FactSet’s willingness to challenge the status quo allowed us to create something truly innovative. B2B buyers are people too, and humor resonates with them just as much as with consumers.”
“From the start, we were inspired by FactSet’s story, the clarity of their point of view, and their willingness to do something really different in the space,” added Mickenberg. “We couldn’t be prouder of our partnership with FactSet and our collaboration with Thinking Machine, and we couldn’t be more excited about the work.”
Directed by Thinking Machine’s Docter Twins, the campaign’s spots were crafted to engage audiences while delivering a clear message. Matthew Docter praised the collaborative spirit of the project, highlighting the seamless teamwork between all stakeholders.
“You know it’s a special project when the entire crew is enjoying each take just as much as the agency and client,” said Matthew Docter.
“We got involved early on because Kim’s scripts were so good, and we couldn’t have asked for a more creative collaboration,” Jason Docter added. “The teamwork on set kept us nimble and enabled us to capture a lot in a single shoot day.”
The campaign, rolling out across digital, streaming, and CTV platforms, marks a significant milestone in B2B advertising, demonstrating FactSet’s commitment to innovation and creativity in communicating its value proposition.
CREDITS:
BRAND: FactSet
AGENCY: VSA
- Kim Mickenberg: Associate Partner | Executive Creative Director
- John Sheehan: Account Lead
- Josh Berta: Associate Partner | Executive Creative Director
- Jessica Sochol: Associate Partner | Strategy
- Rebecca McNerney: Associate Director | Strategy
- Jessica Brown: Associate Creative Director | Copy
- Meghan Schulist: Creative Director
- Sarah Trent: Associate Director | Design
- Tarek El-Mofty: Associate Partner | Executive Director, Production
- Bryan Haney: Director, Motion Production
- Thomas Horne: Director, Editorial and Animation
- Nate Pence: Motion Editor
- Maria Erdmann: Senior Copy Editor
- Bri Lockett Van Andel: Business Manager
- Ronnie Crecco: Music Composer
PRODUCTION COMPANY: Thinking Machine
- Docter Twins: Director
- Alon Simcha: Executive Producer
- Alexandra Byer: Line Producer
- Kip Bogdhan: Director of Photography
- Ursula Barker: Art Director
- Lauren Charkow: Casting Director
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