An audience of one

Account-based creative built from each target account’s own position in the freight market.

Role

Brand and design manager

— Concept

— Art direction

Context

In-house

With

Campaigns, demand generation, sales

Year

2025

The proposition wasn’t that we know your business, it’s that we can see your market.

A change in sales strategy moved Xeneta to an account-based motion against a defined list of large target accounts, where awareness of the company was low.

Context and challenge

Reaching six accounts before sales did

A change in sales strategy moved Xeneta to an account-based motion against a defined list of large target accounts, and the commercial team reported low awareness of Xeneta inside them. Creative tactics of this kind were new for the company.

The work had to generate awareness before any sales contact, reduce the friction in the first conversation, and stay present across a buying cycle measured in months. An account-based motion is tailored by definition, so it had to demonstrate that Xeneta already understood the account’s freight position rather than simply naming the company.

Section label

Your heading goes here

Your body copy goes here. Write in the same editorial voice as the rest of the case.

What shipped

An escalation, not a channel plan

The campaign was built as a sequence rather than a set of channels. Each step cost more, reached fewer people, and carried more weight with the people it reached: named-account display carrying that account’s live lanes, out-of-home placed outside their offices, then fresh doughnuts delivered to the account. A limited-edition merchandise and personalised direct mail system was designed but not produced.

The device holding it together is the logo. The Xeneta mark contains a chevron, and set at scale between two place names it reads as a trade lane rather than a logo: MIAMI to LATAM, ASIA to US. One device that works at banner size and at billboard size.

Results

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