Building, Growing & Launching – That’s what we’re doing in Media at MUH-TAY-ZIK | HOF-FER

By Eric Perko


The last couple months have been fun. I came here in October to build a world-class media capability and we’re well on our way.

Our mission is to do great work by melding innovative media strategies with brilliant creative – something MUH-TAY-ZIK | HOF-FER already has in spades.

So far we’ve been afforded the opportunity to work on brands with great clients like Upwork, AAA, Audi, Netflix and others. And we’re getting out there exploring new opportunities every week.

The Upwork campaign launches this week and we’re excited.

Upwork is the rebranding of Elance-oDesk. Perhaps you saw them featured in Mary Meeker’s 2015 Internet Trends Presentation. Upwork is changing the way companies hire and people get hired.

To launch the new brand we developed a holistic, integrated campaign to announce Upwork’s arrival. The campaign features a balance of performance and brand marketing elements including: custom content, scalable distribution, performance-based lookalike targeting, high-impact digital, select outdoor placements in the San Francisco Bay Area as well as first-to-market native integrations across key strategic partners.

One highlight of the campaign is the partnership with Ev William’s Medium where we’ve created custom content tailored to its high-minded, thought-leading audience. Through the partnership we enlisted the talent of authors such as futurist Stowe Boyd, Workforce of the Future expert Anne Loehr, Upwork CEO Stephane Kasriel, among others to write not just about Upwork but also about the future of work. We’ll be leveraging Sharethrough to scale the content to the right readers.

The campaign also features many other great elements such as content partnerships with VentureBeat, MIT Tech Review, partnership with LinkedIn, YouTube, Facebook and others.

Introducing Upwork, The Earth-Sized Talent Pool.

Click to view Upwork video.

Upwork Medium Article