Date: 2022
Client: Astound Digital
Agency: Astound digital
My role: Senior Creative Director / Senior Copywriter
Project: Securing a Byline in Muse by Clio for Astound Digital
Situation: Astound Digital had successfully built a strong reputation as a top-tier performance marketing agency, known for delivering concrete, measurable results. However, the agency faced a strategic growth challenge: to evolve its brand perception beyond tactical execution and establish itself as a forward-thinking authority in the digital marketing landscape.
Task: As the Creative Director and Copywriter, I was tasked with creating a piece of content that would spearhead this shift into thought leadership. The goal was not simply to write a blog post, but to produce a high-caliber piece of strategic analysis worthy of publication in a major industry journal, thereby securing a powerful, third-party endorsement of the agency's expertise.
Action: I identified the burgeoning conversation around the metaverse as the ideal topic—it was timely, complex, and allowed for the deep strategic thinking necessary to showcase Astound's intellectual capital.
Research & Analysis: I conducted in-depth research to form a unique and insightful perspective on the metaverse's future impact on branding, advertising, and consumer engagement.
Content Creation: I authored a comprehensive thought leadership article that translated complex technological concepts into a clear, compelling narrative. The piece was crafted specifically for an audience of senior marketing and creative professionals, offering them a forward-looking guide to a new digital frontier.
Strategic Pitching: Believing the article's quality and relevance met the highest editorial standards, I strategically pitched the story to Muse by Clio, one of the advertising industry's most prestigious publications.
Result: The article was successfully accepted and published by Muse by Clio, a major validation of its insight and quality. This achievement provided an immediate and significant halo effect for Astound Digital, directly fulfilling the project's objective. The published piece became a cornerstone of the agency's marketing efforts, elevating its brand perception from a performance-focused shop to a genuine thought leader and giving its sales team a powerful tool to open doors with new clients.
