Titan One developed a digital and OOH campaign for Stitt Feld Handy to promote their professional development training courses and inspire people to unlock their full potential.
Across the industry, B2B marketing is often perceived as niche, tactical and dry – lacking the creativity of B2C work. “And with the overabundance of content and rinse and repeat tactics, it’s become harder for brands to make headway.” Titan One’s Scott Lanaway, however, takes the opposing view.
“Our focus is to help clients understand how brand fundamentals and go-to-market strategies coexist and complement each other,” the managing partner of the Toronto-based indie says. It’s taken time for Titan One’s clients – and the wider industry – to buy into this vision. But after nearly 30 years, the shop is seeing record growth, propelled by new accounts and expanded mandates.
The agency created the “Origami Transformation” campaign for Pythian, including digital banners and social video, to showcase how cloud services can transform a company’s IT capabilities.
Titan One is now working on the next phase of its evolution. In September, it hired Laura Davis-Saville as its first head of strategy. With a wealth of B2B and B2C brand strategy experience, Davis-Saville was brought on to “cement our purpose, process and offering and grow our presence,” Lanaway says.
The agency also recently added Leah Whitney as creative director. Whitney has past experience from Sister Merci and Rain, where she worked on highly regulated categories, including telecom and cannabis.
Titan One’s offering includes integrated brand and campaign strategy, content, account-based marketing, marketing automation, strategic reporting, and video production. It works with clients across Canada, the U.S. and Europe, specializing in mid- to large-scale enterprises in telecom, manufacturing, software, cloud, data and financial services.
Its clients generally have a few key things in common, says Davis-Saville. “They’re all in highly saturated categories with intensifying competition. Most now recognize they need to look at brand building and full-funnel activity in order to effectively drive leads long term.”
For example, there’s Pythian, a Google Cloud partner that specializes in database and analytics services. The company wanted to motivate its customers to move their legacy databases onto Google Cloud, so Titan One pitched “Origami Transformation,” a campaign that evoked the boundless potential hidden within a single sheet of paper, mirroring how cloud services can unlock hidden possibilities and transform a company’s IT landscape. The ongoing campaign includes a 60-second video with cutdowns, banners, social posts, a landing page and content plan.
Since 2022, Titan One has also worked with Zayo, one of America’s largest telecom companies, on a series of full-funnel campaigns.
Titan One provides brand and go to market support for Zayo in the U.S., including content and campaign development, event support in key regions and more
In one effort that spanned brand awareness and demand gen, Zayo showcased how carriers could become champions for their customers. By harnessing the power of Zayo’s extensive network, carriers could unlock new potential and empower their customers to achieve greater success.
Another program featured agency support for event planning, video production, and logistics. The event, which drew state and federal officials, showcased Zayo’s national leadership in expanding fiber optic networks to underserved communities to address digital inequality. These and other efforts helped Zayo surpass its 2024 lead gen goal by more than 10%.
Lanaway explains that in large enterprises, marketing teams are often fragmented across departments, leading to disjointed campaigns and diluted brand messaging. Titan One helps to break down silos and align marketing around a unified strategy. By facilitating collaboration and establishing clear KPIs, Titan One empowers marketing teams to generate more qualified leads, improve conversion rates, and achieve greater ROI.
Such was the case with global manufacturer Alfa Laval, whose North American marketing lead wanted to create a more integrated marketing function, Lanaway says. Titan One’s success working with the client – including a strategy project that caught the attention of company leadership in Europe – has led to an expanded mandate, with Titan One taking on North American AOR duties.
The agency is now embarking on a brand evolution of its own. Focused on a new integrated strategy and creative practice, Titan One is also helping businesses with go-to-market strategies, proprietary diagnostic and data tools to measure brand health and market penetration.In short, Davis-Saville has asked the agency the same question it asks of its clients: “How can we prove that we offer unique, relevant and compelling value that delivers impact?”
CONTACT:
Derek Roldan
Managing director
d.roldan@titan-one.co
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