Insider Inc. reveals its first-ever ad campaign: 'Get in'
Jenifer Berman
We recently revealed Insider Inc. as the new corporate identity of Business Insider and its sister brands. Today I'm thrilled to share our new ad campaign meant to convey everything that Insider Inc. represents.
The story of "Insider Inc."
Business Insider launched 11 years ago as Silicon Alley Insider, an upstart digital publisher covering the nascent New York startup scene. The company grew quickly, expanding its coverage to include finance, business, media, and more.
From six coworkers huddled in another startup's loading dock, to today's global team of 350 employees, Business Insider has become an international phenomenon. It has 16 editions around the world and a global audience of 35o million people.
Over the years, the company has launched content verticals including Tech Insider and Markets Insider; a paid research division, BI Intelligence; an e-commerce arm, Insider Picks; a conference series, IGNITION; and a content marketing studio, Insider Studios.
INSIDER, our lifestyle brand, launched two years ago and already has reached a worldwide audience in the hundreds of millions, generating billions of video views each month.
All of which is to say that Business Insider has become about much more than just business. The time is right — on the cusp of our second decade — to re-evaluate what we call ourselves.
Enter: Insider Inc., a new corporate name that better reflects our brand's true scope and broad ambitions.
Today we are rolling out a campaign meant to articulate what Insider Inc. is, and what differentiates us from the competition. The campaign was created in partnership with DigitasLBi and its executive creative director, Atit Shah.
What it means to be an insider
The idea of being an "insider" is essential to our company DNA.
Our readers and viewers are people in the know, who believe that life (and business, and travel, and parenting, and food) is an adventure.
Insiders are enthusiastic and optimistic, curious and inclusive, and energized by the rapidly transforming digital world around us. For them, Insider Inc. is the best way to get up to speed on what's happening in real time, on whatever platform they prefer.
The campaign
"Get In" is our campaign tagline. It reflects what our audience most wants out of life: to get an insider's take on what's exciting and what matters, and to get in on the people, topics, and news worth knowing. Whether they're entrepreneurs, execs, students, or anyone passionate about work and life, our audience shares a passionate curiosity about the world and always look for ways to succeed in it.
"Get In" is also a call to action. We invite our clients, new and old, to get in on a company at the forefront of reinventing storytelling for the digital generation.
Here's a look at our campaign:
The Insider Inc. moniker sits atop all our brands, including Business Insider, with each brand retaining its own unique voice. Despite our corporate name change, Business Insider is most definitely not going away. In fact, we continue to invest in its amazing global expansion.
As we embark on our next 10 years, our goal is to be one of the world's most beloved media brands — across all subjects. We plan on getting there by continuing to get better every day, and helping our audience and clients do the same.