Verizon needed to reposition themselves as the leader in digital network technology. In stark contrast to being known as the phone company, Verizon wanted to supplant the cable companies.

The capital expenditure of running fiber-optic lines straight to millions of homes was – as of this writing, the most in history – at 24 billion dollars. We already had a piece of the Verizon business but not the highly sought after, “FiOS” project. So my partner and I led a risky proactive pitch and won the project to the tune of a 120 million dollar marketing budget. We worked hand-in-hand with the client and crafted a lot of print and TV. Alas, it was not in the cards for the agency of record as Verizon consolidated all of their business to a larger agency several months after we won the FiOS pitch. However, I’m proud to say that, the strategic work seen on this page helped lay the foundation for almost all of the positioning, advertising and promotions out there for Verizon FiOS to date.

This video helped sell in some key positioning thoughts and set the tone for how the concept of Verizon FiOS could be brought to life.

max jerome * art direction * branding * consulting * web design * maxyjster@gmail.com