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Connecti reveals campaign for marketing automation suite, brandPATH -
The heart of your brand is in here. Somewhere.
9th December 2003

Connecti today revealed the first phase of its latest marketing campaign; a corporate website that highlights the company’s ability to empower world leading brands using its marketing automation product suite, brandPATH.

The concept for brandPATH, an integrated suite of eight marketing applications accessed via an online portal, highlights the opportunity for customer-focused organisations to gain competitive advantage by leveraging the power of technology to accelerate traditional marketing.

“Most companies are organized by business units or products rather than by customers, which makes it difficult for marketers to reach across internal boundaries to collaborate. Connecti’s brandPATH suite and marketing service provide clients with the tools to foster collaboration, integrate campaigns, incorporate best practice and localise or personalise marketing content, all from one integrated and shared platform,” said John McHugh, Sales & Marketing Director, Connecti.

“Senior executives have told us that the speed of change in business has made it more difficult to achieve effective marketing processes. This campaign is about Connecti’s ability to empower our marketing clients by automating time-consuming, low-level marketing tasks, whilst helping senior marketing management concentrate on strategic marketing and long-term brand equity, ” explains John McHugh.

The website launch marks the start of an integrated campaign, which features a heavy emphasis on e-marketing and personalised marketing activity, using Connecti’s own technology, to reach a well-defined corporate audience. Alan Black, creative consultant for Connecti’s online concept comments; “the concept for the site was to show marketeers their day-to-day reality - which is often as low-tech as flipcharts, telephone notes and filing cabinets. And then? Well, we wanted to make the point that these tools really aren't up to the job of servicing modern brands.”

The overall campaign focuses on brandPATH's incredible ability to take every marketing process and re-mint it for the 21st century. “It shows the reality of how marketing can be transformed with best-practice processes and best-practice technology. Most importantly, it shows this with a touch of humour. After all, marketing may be a serious business, but it's also meant to be fun.”

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