Selling Sophos Marketing was a constant challenge.

The products we offered, programmatic display and connected TV advertising, were complex. Digital advertising is still a hard sell, as its mechanics are technical, its function is abstract, and its effectiveness is hard to quantify.

This was especially an issue for our key demographic, small and midsize business owners. A practical, frugal, and often skeptical bunch, we found them likely to dismiss any product or service they didn’t understand.

But through constant iteration and creative testing, I landed on messaging that worked. The timeline on this page illustrates how I turned key audience insights into a compelling brand during my tenure as Sophos Marketing’s Creative Director.