Steven Anacker

Qlik — Data Analytics Brand Campaign (B2B)

In an analytics category dominated by charts and dashboards, Qlik wanted to stand for something more human: curiosity.

We created a campaign positioning Qlik as the platform that helps people follow questions, explore patterns, and uncover insight—not just process data. The work reframed analytics as a tool for human discovery rather than technical output.

Senior Copywriter: Andy Arnold
Art Direction: Lauren DiRusso
Creative Direction / Copywriting: Steven Anacker

HPE — Medium Business IT Campaigns
HPE’s push into the medium-business market addressed a constant tension for owners: the stress of keeping IT running without becoming an IT expert.

Our first campaign took an unexpected angle, promising that with HPE, IT could become so predictable and reliable it was almost boring—in the best possible way. Confident, composed portraits of business owners reinforced the idea of calm control replacing daily tech anxiety.

A second campaign extended the platform across retail partners and vertical audiences, positioning HPE as the partner that removes operational burdens so owners can focus on what they actually love: growing their business.

Primary Copywriter: Greg Wheeler
Art Direction: Stephanie Arculli
Creative Direction / Copywriting: Steven Anacker
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HPE GreenLake – Healthcare Vertical Launch
HPE GreenLake had never targeted a specific vertical before. To enter healthcare, we used X-ray imagery to instantly signal the category while visualizing the hidden infrastructure problems hospitals face—from fractured IT systems to painful pricing models to the headaches of Epic migration.

The campaign positioned GreenLake as the diagnosis and cure for healthcare IT complexity.

Creative Direction / Copywriting: Steven Anacker
Art Direction: Scott Thibodeaux

Macrobond is one of the world's most powerful financial research platforms — but in the U.S., it was virtually unknown. To compete against well-established American rivals, the writing needed to be clear, bold, and distinctly theirs.

The strategic insight: the competition sells data. Macrobond delivers data and everything you do with it: visualizations, analysis, collaboration, and publishing, all in one integrated platform.

That insight led to the tagline. "Single source of truth" is a phrase the financial world knows well. By replacing "source" with "force," I kept the familiar credibility while signaling something more dynamic and powerful. Your single force of truth.

What began as a rebrand became a full-funnel GTM campaign across OOH, paid social, display, video, website, and email, and a company-wide creative transformation that changed how Macrobond saw and presented itself to the world.

Microsoft’s first B2B campaign for Windows 11 Pro, featuring Copilot, positioned AI not as a threat to humans but as a tool that amplifies them.

We created a human, end-user-focused platform called The Powers of Me.

The idea: throughout the workday, employees have to be many different people — Flexible Me, juggling projects. Accelerated Me, powering through workloads, and more. Copilot empowers each of these “MEs” to work smarter, not harder.

Creative Director / Co-writer: Steven Anacker
Copywriter: Neville Desouza
Art Director: Lauren DiRusso

“I am thrilled to have worked with Transmission on ‘Powers of Me’ – our new global Windows 11 Pro and Copilot hero campaign. Both the creative and the strategic thinking behind it were inspired and unlike anything being done in the category.”

Mary Ann Anderson
Group Product Marketing Manager, Microsoft

Creative lead across multiple audiences and initiatives — from SMB product launches to enterprise brand platforms and ABM executions.

I creative directed multiple initiatives for Aruba, from launching Instant On to small businesses to marketing the Edge Services Platform (ESP) to enterprise leaders and universities. The work ranged from fully integrated campaigns to rebrands and even a custom comic book.

Copywriting (Instant On): Kevin Seidel
Art Direction (Instant On): Rami Levinson, Stephanie Arculi
Creative Direction / Copywriting (All): Steven Anacker

Software Ag – “Seamless is More” Campaign
Despite its global scale, Software AG remained underrecognized in the U.S. We introduced a new brand platform built on a clear premise: seamless connections create better customer experiences.

The campaign paired linked visuals and language across unrelated industries to show how Software AG brings fragmented systems together into cohesive, human-centered outcomes.

Art Direction: Scott Thibodeaux
Creative Direction / Copywriting: Steven Anacker

Winner: The Drum Awards B2B, Gobal ACE Awards, The B2B Marketing Awards, ANA B2 Awards

One message, two clients. In these cobranded video LinkedIn ads for Google Chrome OS and Citrix, we needed to assure the new hybrid/remote workforce that using Citrix on Chrome OS was perfectly secure. We took a light, playful approach with subtle animations to counter the fear-based security messages that were popular at the time.

AD/Illustrator: Adrian Rosales
CW: Noem Paoletti

Co-created the creative strategy and then wrote and led various “prosumer” campaigns – including tagline – for this brand of business headsets and speakerphones.

National Relaunch Campaign (B2B)

Not tech, but still an early example of how I have always focused on the human element in my approach to B2B. The stakes in business shipping are high. One missed shipment could be one lost million-dollar client. But by using very human-centric workplace humor, that message becomes all the more tangible and relatable.

After the silliness of the previous Federal Express campaign, this national relaunch revealed the new grown-up, yet still approachable, face of FedEx. Not only did this work win multiple creative awards it reinforced FedEx as the default for time-critical business delivery.

Creative Direction / Copywriting: Steven Anacker
Winner: New York Addys — Best of Show