Will Ferrell starred in a PayPal campaign set to Fleetwood Mac's song, marking a pivotal move under new CMO Geoff Seeley. The campaign, created with agency BBH, involved The Intangibles consultancy, which recently launched publicly. Focusing on intangible assets critical for brand value, The Intangibles is led by marketing executives rich in experience, like Ben Richards and Jon Wilkins. They emphasize the importance of areas like reputation and culture in contributing to long-term business success, challenging traditional perceptions of marketing dynamics.
Richards says that intangible assets are seen as the dark matter of the business world. "In reality, they're very real, they're very measurable, and I think they're the future of business."
The Intangibles is a unique consultancy focusing on areas critical to brand value, including reputation and culture, which are often overlooked in traditional marketing.
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