Denver Business on the Move Advertising

Brooklyn indie Madwell adds Verizon-backed carrier Visible to roster, expands to Denver


By Bennett Bennett, Staff writer

October 15, 2018 | 4 min read

Brooklyn-based ad agency Madwell has announced a partnership with wireless, digital-only carrier Visible to help expand brand presence, develop its launch campaign and establish its voice on social media.

Visible 404 OOH

A Grand Street storefront is home for Visible's debut OOH campaign, '404 Store Not Found' / Visible/Madwell

Visible launched earlier this year and has carved itself out in the service provider space as the first all-digital carrier in the United States. Working off of Verizon's 4G LTE network, it has claimed unlimited data, messaging, minutes and mobile hotspot capabilities.

The first effort from the two and media partner VM1 (a bespoke offering from Verizon and Publicis Media): an out of home campaign called 404 Store Not Found, that features empty storefronts across NYC, Denver, Seattle, Chicago, Boston and Philadelphia decked out in the carrier’s trademark blue. Each storefront, with more to come in LA, Washington DC, and Atlanta, have directed consumers to what they consider the future of phone service — which to them, is storeless.

Madwell’s team in New York, as well as its new office in Denver, had contributed a brand voice for Visible, as well as motion and digital content, influencer kits, and experiential installations for the fledgling brand in the span of a few months.

Visible’s head of marketing, Minjae Ormes, said in a statement: “We are excited to embark on this journey with our partners at Madwell. As our strategic and creative collaborators and an extension of the Visible team, together we are re-inventing where and how consumers will see and hear about us. We are striving to connect our members to a whole new and meaningful experience, whether that’s digitally or in real life.”

To help lead efforts for Visible, Madwell made a group of hires to its Denver office, including Integer Group vet Natalie Ross as its group accounts director, and Jeff Gillette as executive creative director. During Ross’ last stint she oversaw national responsibilities for Starbucks and Seattle’s Best Coffee. Gillette has worked at Wieden+Kennedy and Goodby Silverstein & Partners on accounts such as Frito-Lay, Xfinity and Coca-Cola.

Madwell chief creative Chris Sojka said in a statement:"We try to embody a non-traditional approach to advertising in everything we do. Visible is defining a non-traditional approach to phone service. I couldn't imagine a better fit for our team. Hopefully consumers can sense our commitment to speak with them, instead of at them. As the brand identity suggests, we'd like to make them smile."

As for the new hires, he added: "The expansion of our Denver office, Jeff and Natalie included, is a testament to how excited we are about this partnership. Mixed with my own desire to spend significantly more time hiking."

Madwell had recently launched a cross-platform campaign for the TCS New York City Marathon, highlighting 26 individuals and families who provide an emotional layer to the annual November race across the city's five boroughs.

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