As part of operation turnaround, WeWork has launched its first campaign since Maurice Lévy became the interim marketing head, opting for a printed poem that breaks down why 'WeWork for you.'
The ads appeared in The New York Times, The Wall Street Journal and The Financial Times today (6 December) and set about convincing WeWorks' closest of kin that things are going to change.
Created by Publicis - the agency Lévy still chairs - the ad reads: 'WeWork is on the move. In the vanguard. With 625 locations, in 127 cities, in 33 countries, we're the world's leading co-working and space-as-a-service platform.'
It continues: 'We are focused. Determined. Ready to do what's needed to be an even better partner. Challenge convention, but nail the basics.'
A WeWork spokesperson said: “The ad is a reminder to the members, companies, landlords and brokers we work with that WeWork is here with the same mission to support our members' growth and success, and with renewed resolve, a strong foundation, significant scale, and an absolute commitment to serving our member and partner needs.”
Ahead of its recent troubles, WeWork had been upping its anty on its marketing efforts. In 2018 alone, the We Company spent $378.7m on sales and marketing - a figure that grew by 164% in just one year.
This is the first campaign that WeWork has put out since Lévy - a 77-year-old European ad man - took on the role of interim chief marketing and communications officer, a mere two weeks ago. His appointment raised questions as to whether you can ever market yourself out of an operational disaster.
Brought in to help the beleaguered brand set a new course to profitability, Lévy enters at a tumultuous stage for the 'space-as-a-service' company - with the layoff of 2,400 employees last month and the public departure of its chief exec and founder - Adam Neumann.
Spending the vast majority of his career agency-side, Lévy knows a thing or two about the power of advertising to win back confidence. Only two weeks into the job, we must wait to hear what else the marketing wizard has up his sleeve to turn things around.