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WeWork returns to billboards and invites workers back to the office

The Drum 28 Jun 2021 04:00

WeWork, the ubiquitous co-working provider, has revived its advertising efforts in a bid to tempt Londoners back into its city-center locations.

Co-working company WeWork has reignited its advertising efforts with the launch of a new campaign welcoming London’s office workers back to the grindstone.

’We’re Here’, the firm’s first out-of-home campaign in the UK, seeks to celebrate its property footprint, boasting of the convenience, connectedness and collaboration enabled by its 45 locations in the capital.

Playing on the phrase ’We’re here’, the work sees graphics of London Overground timetables and maps, representing the scale of its London network. The creative will run on 289 JCDecaux digital screens across the city, as well as feature in a social campaign on Linkedin and Facebook.

Amanda Zafiris, head of international marketing, said: “With the rise of hybrid working and as Londoners prepare for the return to the office, ‘We’re Here’ – our first major UK campaign – showcases how WeWork is ready to meet the evolving needs of the capital’s workforce.

The campaign marks a marketing comeback for the co-working company after chief marketing officer Roger Solé took over from Maurice Levy’s brief tenure in 2020 as it was rocked by the economic consequences of Covid-19. WeWork had weathered an earlier year from hell when founder Adam Neumann exited the company and a planned IPO was shelved. In March, it announced it would float on the stock exchange through a merger with special purpose acquisition company BowX Acquisition.

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