The Challenge
Global technology distributor Avnet was entering its 100th anniversary in 2021—during the second year of a global pandemic. With widespread supply chain disruptions and shortages dominating the industry, Avnet needed to balance operational agility with a thoughtful commemorative celebration. The goal was to honor a century of innovation while positioning the company for its next 100 years, all under the rallying message: Reach Further Together.
Our Approach
We created a year-long, multi-channel celebration designed to reach Avnet's key audiences—employees, partners, and suppliers—wherever they were.
We launched CentennialCentral.com as the campaign hub, featuring weekly shareable content that celebrated Avnet's history from Radio Row to Arizona, showcased how they transformed technology, and teased where they're headed next. We produced video messages from employees, current and former leaders, suppliers, and customers that brought the story to life.
Our earned media strategy mapped quarterly themes relevant to the company, industry, and priority audiences—from Arizona's tech ecosystem to financial markets and beyond. We secured top-tier CEO interviews and features timed throughout the year.
We also launched "Distributing Wisdom," a new corporate podcast highlighting long-term supplier partnerships and industry expertise, amplified with targeted podcast ads.
The Results
- CEO features in CNBC, Arizona Republic, and Phoenix Business Journal
- Coverage across top-tier, trade, and local publications
- 4M+ podcast ad impressions and 16K clicks in season one
- Podcast coverage in Industry Today, EP&T News, and other trade publications
- Successfully reached current and prospective employees in Greater Phoenix area
The Impact
In the face of unprecedented industry challenges, we helped Avnet celebrate its past while cementing its position as a forward-thinking global technology leader. Through integrated storytelling across digital, earned media, and audio channels, we turned a milestone anniversary into a strategic platform that honored 100 years of innovation and set the stage for the next century.
