Mower, one of the largest independent marketing, advertising and public relations agencies in the U.S., was named a finalist in two categories of the 2019 B2 Awards. The full-service agency’s work with MassRobotics is a finalist in the Public Relations Program or Campaign category, while the “50 Days of Data” campaign Mower produced for its rebrand is a finalist in the Multi-Channel Lead Generation, Small Business category.
“The B2 Awards represent a high standard of achievement in our industry,” said Matt Ferguson, EVP, managing director, Mower. “There is intense competition as some of the very best creative programs for B2B businesses compete. Many agencies consider just being named a finalist in two categories a win. As one the country’s fiercest friends to B2B marketers, we’re always pushing for more.”
MassRobotics engaged Mower to develop the aspirational rallying cry and brand identity, including a logo and website, that would help move this compelling concept to reality by attracting partners, investors and sponsors to fund a new space to serve as an incubator for robotics technology.
Mower’s team launched with a large-scale event that generated visibility in the business community; the return on investment resulted in MassRobotics earning a $2.5 million grant to expand its space and community, create jobs, and keep the state’s robotics community growing.
“Mower has been an integral part of our team since the beginning and has made significant contributions to the success of MassRobotics,” said Tom Ryden, executive director, MassRobotics. “Their creative staff provided support from logo design and website development to setting up and managing our social media accounts. They manage our content, press releases and media outreach. Simply stated, the Mower team is our marketing department. They’ve built our brand, and we can’t thank them enough for their continued support of our mission.”
Rebranding from Eric Mower + Associates to Mower in conjunction with the agency’s 50th anniversary provided an opportunity to drive awareness and generate buzz. Mower’s content-driven lead-gen campaign, 50 Days of Data, was a smart and efficient way to generate engagement and leads. The agency partnered with eMarketer to deliver 50 data points of interest to marketers over a 50-day period.
“The rebrand provided us with an opportunity to make a big splash in the industry,” said Douglas Bean, vice chairman – chief brand officer, Mower. “Inspired by our own Brand as Friend®philosophy and amped up Fierce Friends™ platform, we delivered valuable content that marketers were craving and presented our increased product offering, national ranking and strategic, data-driven creativity.”
