Disrupting and transforming strategic marketing.

Deven Spear

The naming of longtime Overabove partner Deven Spear as the firm’s Chief Innovation Officer signals the continued evolution of Overabove’s leading role in using technology to disrupt and transform strategic marketing. Built for the way people consume information today, Overabove understands that a relentless, ever-accelerating move to digital communication means people are besieged by the noise of thousands of marketing messages clamoring to get in their heads. The progression from analog to digital communications is far more than a simple platform change. It’s a tectonic shift that marks a before and an after.

In the “before” Analog Age, brands pushed out print and broadcast marketing to the consumer: the brand spoke and the consumer listened. In contrast, when a brand speaks in the “after” Digital Age, buyers respond with skepticism and then turn to peers (either actual or virtual) for an opinion.

If in the Analog Age the task of the strategic marketer was to convince consumers to buy, now it’s to inform, instruct and influence them so they can convince themselves to buy. Cutting through all that clutter means marketers have to think smarter and better.

TODAY, SUCCESS AT STRATEGIC MARKETING DEMANDS THE KNOWLEDGE AND ABILITY TO REACH CONSUMERS AND INFLUENCERS WITH KEY MESSAGES AT THE TIME, IN THE VOICE AND VIA THE MEDIUM THAT CAPTURES THEIR ATTENTION.

With extensive experience in news, public relations and marketing, Overabove uncovers original, compelling stories, then gets them out to the people who can make the needle move for the client. It’s a proven approach that works with all kinds of marketing communications, from print ads and billboards to the innovative branded content strategies Overabove has developed and deployed. Using traditional media in new ways and applying technological advances to drive client results has helped make Overabove the kind of disruptive change agent a recent Accenture report characterized as “untraditional business partners who band with [a] firm to create a platform catering to consumers or customers in an entirely new way.”

If you have a project you would like to discuss, get in touch with us.

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Overabove
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PO Box 8
Essex, CT 06426

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