Media Ads: Business Media. Devoured by the Influential

The American Business Media ad campaign, “Devoured by the Influential,” debuts this June and focuses on the importance that readers, viewers, and attendees place on business-to-business media to inform and help the purchase/decision-making process.

Because business-to-business media is so important to the global economy, the users are more engaged and involved with it than general business media (e.g. general business magazines, TV and radio). This campaign speaks to that importance of the Forrester Study on the Digital Marketing Shift, and the soon-to-be released Harris study on end-user trends.

“Everybody’s seeking engagement and involvement these days,” says Mark DiMassimo, CEO & creative director of DiMassimo, the agency that created the campaign. “Business media takes that to the limit. It’s not read, it’s devoured!" This campaign dramatizes that fact and features artwork illustrating a human digestive system with the digestive tract leading to the brain instead of the stomach. (I have yet to get a picture, but it seems to be quite a change from the earlier ABM advertising, shown with this posting).

The campaign comprises of print, digital and face-to-face components reflecting the multi-platform reality of today’s business media. The ads debut in print publications including Advertising Age, the AdWeek Group, B-to-B magazine, Chief Executive, and The Wall Street Journal, and will be featured on a multitude of sites, including Forbes.com and CFO.com.