Matt Garisch joins The Crocodile from B2B Marketing

Everyone in B2B knows Matt Garisch. Rather tall and only slightly South African, he’s been – for quite a few years – the senior commercial mover and shaker behind industry-leading training, events and insights gurus, B2B Marketing (of B2B Awards fame).

With years of experience and sales success on the publishing side of B2B, Matt has switched codes to join fast-growing London agency The Crocodile in the new post of Head of Customer Engagement.

The Crocodile’s plan is to place Matt at the centre of a strategic expansion plan, specifically asking him to focus the agency on practicing what it preaches: being customer centric and delivering better experiences for clients.

Says Matt: “At B2B Marketing I was part of a fantastic team focused on adding intrinsic value to the industry. I’m excited to bring this experience to an agency environment where the ambition, talent and client roster places The Crocodile with the very best in the market”.

Jason Talbot, Managing Director of The Crocodile adds “agencies tend to overlook the sales and marketing practice that they preach. We want to have better conversations with our clients and invest in building relationships. Matt brings a fresh and alternative perspective that challenges how we do things which is necessary to continue to improve and develop. We took a great deal of time in finding someone with Matt’s qualities and are delighted he is now part of the gang”.

LPI Launches New DevOps certification through integrated multi-channel campaign

October this year, global leaders in Open Source certification, LPI, launched its first DevOps certification. The Crocodile devised a global, multichannel campaign to launch the new exam to the market with a splash.

The Crocodile was asked to develop a creative concept that would engage DevOps professionals, Sysadmins and Software developers, build brand awareness with these new audiences, and encourage sign-ups to take the new exam.

We designed multivariate landing pages for A/B testing and produced a brand video for the campaign, which was edited into short teaser videos for use across Facebook, Twitter and YouTube. Blog content was produced to support the campaign messaging.

We also produced a DevOps Exam Guide to help candidates to prepare for the exam; providing practical guidance as well as access to sample questions and a checklist to help track progress.

The campaign theme ‘there are easier ways to stand out in DevOps’ ran through all elements of the campaign – video ads, static ads, graphics, landing page copy, blog content and even the exam guide. All campaign assets were distributed to regional partners for local translation and execution.

The campaign was rolled out internationally, across LinkedIn, Facebook, Twitter, Search, Display and YouTube, using hyperlocal targeting to reach tech-hubs around the globe with the greatest appetite for DevOps.

Just three weeks in and traffic to the LPI site has more than tripled; with over a thousand IT professionals downloading the exam guide in advance of taking the exam. How’s that for standing out?

Black Mirror tube takeover is a shocking New Year wake-up

The Crocodile’s Marcus Gibb shares an unsettling vision of the near future….

The first day back at work after New Year is never easy. It’s a real shock to the system when you finally have to crawl out into the cold January dawn and face the horror of a London commute. So, imagine my fear, dread and anxiety when I stepped off the tube at Old Street to be confronted on every poster with the bleakest headlines you can imagine…

  • ‘Tech startup turning dead loved ones into chatbots’
  • ‘Brain implant lets parents monitor teens’
  • ‘Hackers blackmail victims using their internet history’

What was happening? Was this the news in 2018? Had the world gone mad? (Well, madder.) Had Donald Trump pushed the big red button instead of the Tweet button? Or had I stepped into some kind of dystopian future nightmare?

As I headed up the escalator, my latter suspicion seemed to be confirmed. The stark black-and-white posters, filling every advertising board in the station, began to feature the words ‘Black Mirror’.

I realised that Old Street station had been completely taken over – but not by aliens, incompetent world leaders, or technology tyrants. This was an imaginative, unsettling and subversive takeover advertising campaign by online broadcaster Netflix, for its latest season of Black Mirror – the ‘future shock’ TV drama series created by British writer and TV critic Charlie Brooker.

And the ads weren’t the end of this immersive Black Mirror experience. As I exited the station, I was handed a box labelled: ‘Are you being watched?’ Inside was a plastic cover to stick over my webcam – alluding to a Black Mirror episode where victims are blackmailed with covert webcam recordings. The box itself makes no mention of Black Mirror or Netflix – a very brave move by a major brand.

The station takeover was arranged by Netflix with TfL through ‘pop-up space marketplace’ Appear Here. Old Street was selected as it’s apparently a hub for “forward-thinkers and early-adopters” – (ahem) – “making it the ideal place for brands to test out more daring ideas”. All in all, it’s a great execution of an idea that perfectly reflects (excuse the pun) Black Mirror’s themes of zeitgeisty techno-angst.

But why am I discussing a B2C ad campaign on a B2B blog? Because it highlights that in 2018, more than ever, any brand, whether B2C or B2B, has to overcome people’s ability to zone out their message as background noise. (Rather like the Black Mirror episode where people use augmented reality to mask out things they’d rather not see.)

By contrast, this campaign is surprising and affecting, thrusting big and thought-provoking ideas into people’s faces – making them literally stop and take notice. But most of all, it definitely succeeds in creating conversations. And at The Crocodile, that’s an objective we think every brand should mirror.

Black Mirror Season 4 is on Netflix now.