Ingram Micro | HP ProCurve

The brief: HP wanted to establish HP ProCurve as a serious player in the UK SMB networking space. The challenge: most of the UK reseller channel didn't know the ProCurve brand, wasn't actively selling the product line, and had no particular reason to change that.The goal was to grow traded account breadth - bringing net-new and lapsed resellers into the HP fold - and to generate incremental sales across specific product sets.

The approach: Working alongside the HP sales team, I identified the target reseller audience: net-new accounts who had never traded with HP ProCurve, and lapsed accounts who had drifted away.

Rather than a standard product push, I built the campaign around a single, bold creative idea: WANTED.

The western-style 'Wanted' poster creative ran across every channel - email, online advertising, print in relevant trade publications, and reseller incentives - creating a consistent, memorable brand moment in a market where most vendor campaigns were forgettable.

The campaign was designed to do two things simultaneously: create brand awareness among resellers who didn't know HP ProCurve, and give the sales team a warm commercial hook to follow up on.

The results: Over 200 net-new resellers brought into the HP ProCurve ecosystem. The campaign was described as best in class by HP and I went on to win UK Business Manager of the Year - the first time the award had been given specifically in recognition of a marketing contribution.

What this means for you: Building brand presence in a crowded channel market isn't about spending more. It's about saying something that people remember and making sure every touchpoint says the same thing, consistently. One bold idea executed well across every channel beats ten safe ideas executed inconsistently.