Bridging the worlds of makers and manufacturers on a global scale.

Avnet, one of the global leaders in the technology supply chain, wanted to transform itself from a commodity “pick, pack and ship” business to a differentiated service provider. Not only did this involve rethinking the brand, but also developing a strategy to pollinate the new positioning to more than 15,000 employees in over 100 markets who are the primary touch points between the company and its customers.

How We Did It The strategy.

Since engaging the workforce was such a critical part of the mission, we wanted to create content that would inspire them by showcasing the companies and products it helps bring to life. The reality is, a great majority of the world’s technology start-ups and global giants would not be able to climb the mountains of innovation without the help of a tech sherpa such as Avnet.

The Work

strategy : media planning & buying : print : websites : brand development : content

We created a content series to illustrate how Avnet collaborates with clients that are developing innovative technology products. These anchored both the internal and external rollouts of the new “Reach Further” branding campaign.

This was paired with an international campaign targeted to our core business-tech community.


It’s still early, but within the first 72 hours, online engagement rates with Avnet’s new video content were more than 200 percent above industry average.