Marketing Will Change Forever

Acxiom AOS Product Overview


A complete 360 campaign to brand and launch a first-of-its-kind, cloud-based data management platform.


For the launch of the new Acxiom Audience Operating System (AOS), a first of its kind, cloud-based data-management platform that ties together online and offline data sources for cross-channel and cross-device ad targeting, Protagonist was engaged to create identity and branding and to produce a complete 360 campaign to support the product launch, including style guide, modular sales presentation materials and original photography.


Protagonist led the design and development of a responsive, mobile-friendly B2B product microsite, produced a teaser commercial, launch event opening video and product overview video, created printed sales collateral including a 16-page brochure, folder and product sales sheets, created a custom book sleeve and launch event invitation, and produced the official launch party and presentations for CEO Scott Howe and Chief Engineer Dr. Phil Mui.


The creative concept that carried through the commercial and sales collateral followed the travails of Sarah, a high-level marketer who, before discovering AOS, struggles with the types of questions that plague many marketers – deciphering campaign performance and knowing how and where to reach their target audience. Using original, high contrast black and white photography, the materials strike an emotionally charged chord with the viewer, selling the benefits of the software as if they were plucked from the pages of a fashion magazine.


AOS was announced during Advertising Week 2013 in NYC at an invitation-only event for global executives and leaders in advertising, marketing and publishing. The event featured panel discussions with AOS Development Partners from CrowdTwist, Aditive, Adometry and MediaMath, as well as representatives from Facebook, Macy’s, Citibank and Forrester Research.


The launch garnered press coverage from outlets such as The Wall Street Journal, Ad Age, Forbes and Business Insider.