Cox
Defining a brand purpose to unify a complex organization.
Problem
In the ever-dreaded overly complex communications category, Cox was just another brand too focused on tech. To truly stand out, they needed to move from transactional to emotional.
Insight
Cox doesn’t just connect devices—we connect people.
Strategy
Be the human-first brand in a tech-focused category.
Solution
Connection is Everything
Establishing a clear purpose allowed everyone in the company from every department to re-evaluate their messaging and ensure every communication across the customer journey conveyed the same thing: help people get—and feel—connected.Every technological detail was framed around a human benefit, and our approach ensured customers were cared for, relaxed, and respected at every point along the journey. To bring it all to life in a way that allowed the purpose to flex across the various digital executions and touchpoints, we created highly flexible templates powered by a Dynamic Creative Optimization Platform (DCO), transforming the message to thousands of assets. Cox is now able to deliver more personalized retargeting messages, effectively delivering personalization at scale.
Establishing a clear purpose allowed everyone in the company from every department to re-evaluate their messaging and ensure every communication across the customer journey conveyed the same thing: help people get—and feel—connected.Every technological detail was framed around a human benefit, and our approach ensured customers were cared for, relaxed, and respected at every point along the journey. To bring it all to life in a way that allowed the purpose to flex across the various digital executions and touchpoints, we created highly flexible templates powered by a Dynamic Creative Optimization Platform (DCO), transforming the message to thousands of assets. Cox is now able to deliver more personalized retargeting messages, effectively delivering personalization at scale.
+72%
Market Share – The Highest Ever for the Brand
+136%
Increase in Internet Connects YoY
2.2%
Customer Churn Rate – Almost 8% Improvement
+10%
Sales Share in .com
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network