Endeavor Taps Rise New York as Global Agency of Record
To mark Endeavor Global’s 25th anniversary, the company launched its first-ever brand campaign, ‘More Than Scale. Multiply.,’ created by boutique creative agency Rise New York & Partners. Endeavor - the leading global community of, by, and for high-impact entrepreneurs with a mission to build thriving entrepreneurial ecosystems in emerging and underserved markets around the world - also tapped Rise New York as their global agency of record (AOR). Tapping into 25 years of data insights and the stories of Endeavor entrepreneurs, the global campaign celebrates Endeavor entrepreneurs who live by the "Multiplier Effect" ethos, using their influence, knowledge, and money to empower the next generation of entrepreneurs.
With over 900 companies on its roster spread across 40 countries on four continents, Endeavor is redefining entrepreneurial success on a global scale. Straying from the narrow definition of success (i.e. growth, profit, and valuation), the company focuses on creating a Multiplier Effect by inspiring, supporting, and investing in high-growth founders to dream bigger, scale faster, and pay it forward - thereby compounding - or multiplying - each entrepreneur’s individual impact. To further support this multiplication, the company built Endeavor Catalyst, a fund that helps underserved and emerging entrepreneurial ecosystems worldwide. Next to giants like Tiger Global and SoftBank, Endeavor Catalyst is already one of the most successful early-stage investors in Unicorns outside of the US and China.
"Entrepreneurial success is narrowly defined by growth, profit, and valuation, but this is only half the story," said Silvia Cavalcanti, global VP of marketing at Endeavor. "Our entrepreneurs know that it's when they pay it forward - inspiring, mentoring, and investing in the next generation, that their impact is multiplied - that's what we call The Multiplier Effect." Together with Bain, Endeavor created a thorough and simple way to measure entrepreneurs' Multiplier Effect. "It's time to put it out in the world for all, and that's why we're launching our first brand campaign redefining success, turning the Multiplier Effect into the yardstick by which entrepreneurial success is measured. That's what inspired the campaign, beautifully created by Rise New York."
We've spent almost a century playing Monopoly, a game that encourages greed and defines winning as hoarding capital and bankrupting others. As part of the integrated campaign, the brand and the agency collaborated in creating a physical board game that aims to teach the next generation of entrepreneurs another definition of success, one that’s focused on increasing impact and elevating others, in a fun and interactive way. Featuring 20 real Endeavor companies and founders, the game breaks from the traditional board game ethos where for one to win, everyone else had to lose. No longer are greed, competition, and income concentration encouraged; instead, not only are growth and valuation rewarded, but so are those who pay it forward. A first limited edition of 30 units will be printed this year with wider distribution slated for 2023. Part of the campaign’s second phase, the game will be distributed globally - including to schools as an entrepreneurial education tool - in an effort to encourage future generations to think differently about how to approach entrepreneurship and success.
“The first campaign in Endeavor’s impressive 25 years, we needed to make it original and thought-provoking. Everyone talks about unicorns, and they all share the same stories: how a founder defied the odds and created a valuable business. We believe that there's an opportunity to tap into a fresher narrative around the entrepreneurial boom in emerging markets and use it to redefine the meaning of entrepreneurial success," said Flavio Vidigal, partner and chief creative officer, Rise New York & Partners.
The campaign launches globally with social media, digital ads, a 90-second spot, an experiential website, a physical board game, and a digital NASDAQ billboard in Times Square. Inspired by different points of view, the digital campaign spot takes viewers on an immersive trip around the globe to visualise the Multiplier Effect, featuring real companies and their founder's stories. The billboard activation premieres December 6th via the NASDAQ digital billboard in Times Square with a QR code that allows the audience to take a deeper dive via an experiential landing page. Built using 3D real-time technology, Endeavor's experiential site will let visitors and entrepreneurs discover the impact they make on underserved ecosystems worldwide. The campaign landing page highlights 25 Endeavor Entrepreneurs who embody the Multiplier Effect, using interactive maps to convey the impact of these founders at a glance by visually representing every entrepreneur they have mentored, inspired, and invested in.
Additionally, Endeavor is celebrating the impact of the Multiplier Effect with Endeavor Global’s 25th Anniversary Gala. Set to be held at The Glasshouse in New York on December 6th, the event will gather 500 game-changing entrepreneurs, top investors, and international industry leaders to raise critical funds to support the high-impact entrepreneurship movement around the world and fuel sustainable economic growth. Rise New York & Partners is responsible for the event’s concept and design, including the opening act—a film—and experiential elements including projection mapping. The event is open to the public.
