Viant Launches Print Campaign

Seeking to solidify its position as a major player in the Internet consulting niche, Viant Corp. last week launched a multimillion-dollar print campaign challenging conventional notions global companies companies may hold about building digital businesses.
One execution features an icy mountain peak and the headline “Molehill.” Text reads: “Is ‘high’ high enough? At Viant, we’re constantly pushing ourselves and our clients to look beyond conventional wisdom. From concept to strategy development, principal investing to designing, we help build and grow digital businesses every step of the way.”
The campaign, which will run for the rest of the year, targets both chief executives and other decision makers at potential Viant clients as well as job seekers who may wish to join the Boston company, said Tara Knowles, Viant’s chief marketing officer.
An effort was also made to in-crease Viant’s visibility in light of increasing competition from Razorfish, Sapient and others, added Neil Powell, executive creative director of Duffy, New York, the Fallon unit that crafted the campaign.
Ads have begun appearing in The Wall Street Journal, Financial Times, Fast Company, Red Herring and elsewhere. Duffy is handling the media buy. K