• by Fern Siegel , June 22, 2022

Sales-performance management company Varicent has kicked off a new B2B campaign titled “Get Your Game Plan For Growth.”

The new spot is from Liquid Agency, based in San Jose, California.

In it, an enthusiastic coach keeps pushing an upbeat revenue growth message at the office. He does so by trying to get the corporate team in shape, including a boxing lesson., which showing the power of Varicent’s software tools.

Aside from creative work, Liquid Agency handled Varicent’s entire brand and media strategy.

The buy is 100% digital. Varicent is running ads on tier-one business media brands, which includes customized landing pages, display, video and audio formats, as well as a podcast. In addition, there is also a performance media element, including paid search and YouTube.

The campaign is running in the U.S., U.K. and Canada.

“Varicent pushed us to go big and bold with this campaign,” Paul Simon, Liquid Agency’s group creative director, said. “There is a tendency for many B2B brands to always talk about what differentiates them specifically. Our view is that it is always better to think bigger-picture about the brand proposition and keep the messaging at a high level.”