Over five years as the creative lead on Cox Business, I helped grow the business by 60% and built a deep portfolio of work along the way. These highlights from our annual “Switchers” campaign showcase one of our toughest recurring challenges: convincing small business owners to leave their current provider and choose Cox Business without the promise of faster speeds or lower prices.

Our main selling point was the customer service—which created more challenges since most customers only think about their internet provider when something goes wrong. By partnering closely with my strategy and account partners, year after year, we found fresh, compelling ways to bring the human side of the brand to life. We met every moment (even during the pandemic!) with empathy, creativity, and relevance. All in a day—or five years!—work.

Ask me how we kept it fresh with a similar input brief five years in a row! And yes, collaboration with account and strategy was key!