Optimum: The turn

Business-to-business internet service provider Optimum ran The Turn to grow awareness, relevance and brand equity in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Altice USA has two brands, Optimum and Suddenlink, concentrated in the Eastern and Western US, respectively. Suddenlink has become Optimum since this campaign, so Optimum in this case will refer to both brands. Optimum sought to understand the needs, behaviors and opportunities of underrepresented small business owners in their markets, but they lacked the full background into where these customers' challenges lie. Optimum commissioned a deep-dive historical research project into the history, current state and key issues for Women entrepreneurs, and what differentiates them from the larger...

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