Small businesses love to hate their internet providers.

They still won’t switch. They don’t expect to be happier with another company. Switching is a hassle. There would be down time, which the business can’t afford. And for what? The grass isn’t greener. Sure, churn is low, but so is new customer acquisition.

We helped Cox Business create a program that started at startup.

Like the hospital baby bag, full of brands and offers for new parents, the Entrepreneur campaign would position Cox Business as part of any proud new business owner’s life. The catch? There was nothing in the baby bag.

The brand didn’t have any products or services designed specifically for entrepreneurs.

Okay, not ideal. But we knew there was a powerful story to tell about the relevance between connectivity and innovation. We were in the midst of a startup revolution. For the first time, you didn’t need deep pockets and fortune 500 connections. New ideas could come from anywhere, and new businesses could find talent, partners, suppliers, investors and customers everywhere. What was fueling this democratized entrepreneurial boom? Connection.

While entrepreneurs were out there changing the world, Cox Business was there to help them partner, collaborate, share, inspire and communicate with the people they needed to move their ideas forward. In other words…

Connections Change Everything.*

The campaign launched with the story of a successful entrepreneur and the moment that set everything in motion.

In print, direct, digital, etc.

The stories focused on the collaborative, human power behind every great idea while the clean, simple design language (loosely inspired by the "X" of Cox Business) captured partners coming together, working together and getting further, together.

In incubators and shared work spaces

We distributed moleskins, coffee mugs, t-shirts and other startup staples to help foster a connection with new businesses before they ventured out on their own.

Local "Get Started" event support

We extended the campaign with a spot driving attendance and participation for the existing brand property, "Get Started." The live pitch competition is executed in various Cox Business markets, awarding a modest prize package for the winners and, more importantly, the opportunity to make a few connections.

Small business is a big deal too 

You don't have to be setting out to change the world. Starting a small business can change your world, and Cox Business knows those dreams are just as meaningful. We created a small business spot as part of the campaign to celebrate Small Business Week, Small Business Saturday, and all the really big deals that just happen to be small businesses. 

*And if the campaign handle sounds familiar, you’re not imagining things. At&t stole it dusted it off for their own 2023 consumer effort. Almost word for word.

Art Direction - Sudon Choe, Brenna Vaughan & Natasha Zerjav
Copywriting - Amanda Burch
Director - Kevin Osgood
Production - Minder
Post Production - Antidote Studio
Creative Direction - Terry Stewart