cdk g

client:
CDK Global
project:
B2B, B2C, and internal brand launch campaign
agency:
contract for SMITH
creative direction:
Mason West, Ted Hoot

In 2010, ADP Dealer Services acquired Cobalt Digital Marketing. And in 2014 the two spun off to become CDK Global. SMITH Agency was tasked with launching this new brand to the world, and I was brought on to write for the campaign. Over the course of the project, our team included one other writer, several designers, and two creative directors. I wrote for website content, brochures, print ads, static and animated digital ads, :60 preroll scripts, posters, internal and external emails, newsletter blurbs, and so on. Below are just a few samples of the work we did.


Print ads
I wrote several print ads for the campaign, leveraging the established tone and voice, giving nod to the former company name, and focusing the message on the positive move forward, and the power of working together.

Never stop We never stop innovating. We're committed to delivering better answers; faster. Anticipating how the entire business world is changing. Leading the way in technological advances. Evolving with the times to better serve our customers. Innovation is just one of the ways we're driving forward, one of our 5 Brand Pillars. And as long as our dealerships want better solutions, we'll never stop.  Join us as we drive the industry faster forward.

Never stop
We never stop innovating. We're committed to delivering better answers; faster. Anticipating how the entire business world is changing. Leading the way in technological advances. Evolving with the times to better serve our customers. Innovation is just one of the ways we're driving forward, one of our 5 Brand Pillars. And as long as our dealerships want better solutions, we'll never stop. 
Join us as we drive the industry faster forward.

We don't do done ADP Dealer Services is now CDK Global. This name change is a symbol of our unified commitment to provide our clients the most seamless and comprehensive services in the world. As long as our dealers keep identifying needs, our job is never done. Join us as we drive the industry faster forward.

We don't do done
ADP Dealer Services is now CDK Global.
This name change is a symbol of our unified commitment to provide our clients the most seamless and comprehensive services in the world. As long as our dealers keep identifying needs, our job is never done.
Join us as we drive the industry faster forward.


Magazine Belly Band for Heavy Equipment Sector
Messaging is consistent but not identical to print ad messaging, as the two will likely be featured in the same magazines.

 

Animated Banner Ad
drives traffic to the brand launch microsite.

Never stop

Never stop

We are driving the auto industry faster forward

We are driving the
auto industry faster forward

See what drives us

See what drives us


Company history timeline
I worked with one designer specifically to create the timeline portion of the brand launch. We brought in cultural milestone information, along with some really cool design and development elements, to give additional context to the company history, and to help make this an even more interesting and engaging experience.