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Varicent campaign grabs headlines.

Our recent B2B marketing campaign for sales performance management software provider Varicent, entitled, “Get Your Game Plan for Growth,” was published in both MediaPost and Adforum.

The campaign features the Varicent coach character that Liquid Agency conjured—a Ted Lasso-ish positive force in the office—who tells his “team” that he’s here to train them to accomplish revenue growth. We see him comically leading employees through a series of physical exercises to help them stay in “sales” shape, while also highlighting the versatility of Varicent’s software capabilities.

Liquid Agency group creative director, Paul Simón, noted in both articles how Varicent pushed the agency to go big and bold with this campaign. “The challenge was to make sure creative strategy-wise we keep everything at a high level and stay focused on the notion of growth and not get into the ‘how’ so much,” he said. “I think there’s 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.”

The campaign included two 15-second videos spots, podcasts, custom HTML banners and a landing page for Varicent. 

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