Best Technology Social Media Campaign

Since 2020, Northrop Grumman (NG) has been on a journey to establish their new brand ethos and mantra: “Defining Possible.”

But research showed that there was a barrier: perception. To many, the bureaucratic "black box" that is Aerospace and defense could never be innovative. The truth is, some of the most innovative technologies were sparked in the Aerospace & Defense (A&D) industry.

By letting audiences (prospective talent, customers, investors, and employees alike) behind the scenes through targeted vignettes, “Overheard at Northrop Grumman” set out to make NG more approachable than the A&D stereotype, while also putting them firmly ahead of the competition as the shapers of what’s possible. In the process, we broke through preconceived notions and set a new standard for branding in the A&D industry—a space that had never seen anything like it.

Contributors:

Corporate Vice President and Chief Communications Officer, Northrop Grumman:	Lucy Ryan
Vice President, Brand Experience, Northrop Grumman:	Pete Haney
Director, Advertising and Owned Channels, Northrop Grumman:	Jan Blanton
Manager, Advertising, Northrop Grumman :	Laila Neufville
Enterprise Advertising Lead, Northrop Grumman:	A'Darien Johnson
Enterprise TA Advertising Lead, Northrop Grumman:	Sarah Tagg
Executive Creative Director, Dentsu Creative :	Craig Cimmino
Executive Producer, Dentsu Creative :	Jeff Goodnow
SVP, Client Leadership, Dentsu Creative:	Jaimie Donohue
Director, Integrated Strategy, Dentsu Creative:	Mallory Jones

NORTHROP GRUMMAN

Website: https://www.northropgrumman.com/

Location: USA

About the Agency:

Northrop Grumman is a leading global aerospace and defense technology company. Our pioneering solutions equip our customers with the capabilities they need to connect and protect the world, and push the boundaries of human exploration across the universe. Driven by a shared purpose to solve our customers’ toughest problems, our 95,000 employees define possible every day.