Lynn Power and Joseph Jaffe are the HMS Beagle

Potential for Extinction:

There are increasingly more and more recruiting solutions today and the need for top talent has never been greater.

Survival Plan:

HMSB helped Censia reframe the talent and recruiting market to establish themselves as the leader in the new recruiting world of “AI meets Humans” by bringing the best of both worlds together. Help Censia marry their founder story with their brand story in a way that’s forward looking and compelling.

Key milestones included:

• New brand narrative July

• Shifted from tech-heavy to balanced approach of "humans and machines" in perfect partnership strategic and visual approach across all media, content and collateral

Growth Plan:

Developed messaging tracks and contents ideas to activate their evolved positioning.

Potential for Extinction:

Convet.it was a virtual advisory board platform that was pigeonholed as a research platform and needed to figure out how to scale or risk ending up in the startup graveyard.

Survival Plan:

Convet.it hired HMSB to help develop an entire brand positioning, architecture, new brand name & logo, narrative, go to market strategy, investor pitch.

Key milestones included:

•Rebranded as currnt

•Positioned as “The Fresh Knowledge Movement”

•Developed prioritized and tiered audience segmentation

•Aligned with archetypes, developed tonality & language

•Advised on go to market strategy and trade marketing

Growth Plan:

HMSB’s work led to key shifts, all focused on scale:

-From private to public

-From tech led to people led

-From limited use cases to universal global appeal

-From niche experience to knowledge network

artsai is a publisher-centric adtech solution offering dynamic creative, data optimization & attribution across display, audio & video at scale.

Potential for Extinction:

Advertisers are looking harder at ROI and consolidation in the digital marketing space and are less willing to deal with one-off solutions.

Survival Plan:

HMSB helped Artsai pivot their business to be the hero for publishers and help them create new advertising revenue streams that are ROI positive and return to growth.

Key milestones included:

•New positioning in place December 2019 (3 new publisher deals secured)

•Evolved website up in January 2020

Growth Plan:

Developed content and thought leadership strategy to help Artsai be THE resource for publishers.