Guild launches provocative media campaign during the world’s most famous sporting event with new media agency Extra
New York City, N.Y.-: Extra, a newly launched independent media agency, is proud to launch the latest media campaign for the leading education, skilling, and talent mobility solution provider, Guild. The campaign comes just 12 months after Guild embarked on its first paid media brand campaign with the support of Extra. This rapid growth trajectory– from first-time brand advertiser to activating a national omni-channel campaign around the world’s most famous sporting games, that recently took place in Paris– has been made possible by close collaboration between Guild and Extra.
Guild and Extra faced the challenge of activating a small brand during a highly competitive period and vying for mindshare against some of the country’s biggest brands. The main objective for both parties in the campaign was to find unique ways of winning attention and memorability in such a high-profile moment.
Extra, a full-service media agency founded by seasoned agency leaders Joey Medici and James Allen, was built for fast-growing advertisers looking to launch campaigns that outperform their media investment. Guild’s campaign represents a monumental moment for the brand, showcasing its commitment to fostering a better future for a large portion of an underserved American workforce and building strong talent pipelines for leading employers.
Taking a provocative approach in its quest to build brand awareness, Guild leverages the company’s lack of brand awareness as an asset rather than a liability, stoking curiosity with growth audiences. Extra was tasked with delivering Guild’s message and breaking through to its target audience during the world’s most popular sporting event, in a cost-effective and impactful way. Extra found that sports with a low barrier to participation had highly engaged audiences that indexed strongly against Guild’s frontline worker audience.
With the entirety of the summer games being live-streamed for the first time, this presented a unique opportunity for Guild to win with sport-specific contextual targeting. By forgoing the clutter around the most popular events, Extra found moments where the brand positioned itself to win attention. The campaign integrates a global event into the daily lives of Guild’s target audience with strategic OOH placements, sport-specific alignment, music streaming, and storytelling via CTV.
Rebecca Biestman, CMO at Guild said: “Extra is a true partner and operates as an extension of our organization, from ideation to real-time campaign optimization. We have ambitious growth goals, and Extra reliably identifies boundary-pushing creative tactics, efficiently and expertly, that enable us to succeed.”
James Allen, Co-Founder of Extra said: “Collaborating with Guild is a pleasure- they’re a true challenger-spirited brand. We built Extra to design and launch campaigns that outperform their size, and this campaign had to deliver. As a small, high-growth brand, brands we’re competing with this summer have significantly larger budgets, and that inspired us to collectively put our media investment to work in a way that truly breaks through.”
The founders of Extra see their unique model as a solution to long-running talent and turnover problems in the industry that consistently disrupts the growth of advertisers. Joey Medici, Co-Founder of Extra said: “The industry faces a talent crisis of its own making.
The best people want to build something that they can be a part of, sharing in the equity and growth of the business. We see our model as a mutual win for all parties. Most agency businesses aren’t set up to sustain that model; it’s a new way of working.”
For more information on the campaign visit https://www.guild.com/wth
About Extra:
Extra is an independent full-service media agency. Extra partners with clients to develop strategies that outsmart where they can’t always outspend. Extra works with brands looking to challenge their industry. Weaid this by delivering Extra, not ordinary, in the input, the output, and the outcome. For more information, visit https://extramedia.co/
About Guild:
Guild empowers employers and the workforce with an industry-first employee development platform combining learning programs and talent intelligence– that unlocks human potential and drives business growth. Guild partners with the nation’s largest employers — including Walmart, Chipotle, Discover, Hilton, Target, The Walt Disney Company, and healthcare systems like Providence and UCHealth — to provide tuition-free education and skilling programs, career development, and one-on-one coaching for their employees. For more information, visit https://www.guild.com