Commerce craftsmen changing perception

Pitney Bowes isn’t the first name that comes to mind when thinking of e-commerce, but the global technology company is out to change that perception by doing something for the first time in two decades.



With retailers and consumer packaged goods companies rapidly adjusting to new ways of serving customers, Pitney Bowes is out to change market perceptions about the role it plays with a major branding initiative dubbed, “Craftsmen of Commerce.” The campaign, which has been hard to miss given the frequency of television spots, is regarded as the next key milestone in a business transformation that began in 2013.



“To help navigate the complex and borderless world of commerce today, business leaders require the specialized skills of a craftsman,” said Abby Kohnstamm, executive VP and CMO of Pitney Bowes. “Our company possesses a long history of creating technology solutions with precision and accuracy, and with pride. We’ve developed an advertising platform that effectively communicates our culture and our unique value proposition to our clients.”



The multichannel campaign includes 30 second and 60 second TV spots, online video, digital marketing, branded content, social amplification and a Web experience featuring technology solutions and Pitney Bowes clients. One TV spot uses a series of close-ups of hands of Pitney Bowes employees crafting solutions for modern challenges in the physical and digital world of commerce. Another emphasizes the precision and accuracy required to meet the challenges faced by business in the areas of global e-commerce, shipping and mailing, location intelligence, customer engagement and customer information management.