By Olivia Witt

Image by Nicole Todd

Lights! Camera! Unions?  

Long before the “Action!” begins, a successful video production needs an action plan. With the right preparation, magic can happen—whether you’re debuting an epic product promo, highlighting a customer success story, or crafting a video short for social media.   

Practice makes perfect, and our globetrotting video team has learned a few best practices that can help ensure your next production goes off without a hitch.  

1. Scout it out 

Whether you’re in a studio, office building, convention center, or outdoors, scouting your location helps iron out potential issues before filming day. For example, my team and I recently filmed a web series in a small conference room for a client in London. Thankfully, we checked out the room ahead of time and learned important details. A constant hum from the air ventilation system meant we would need extra sound dampening blankets and time to conduct sound tests. And when we saw the low ceilings, we knew we’d need to fly in a wider lens for the overhead camera.  

2. Firm up the schedule before the shoot  

Precise timing is critical to a successful production, so a finalized schedule will create a less stressful day on set. When planning your schedule, account for breaks, buffer time, and information that might impact production. This could be building closing times, hard stops, and anything else that might be helpful for the team to know ahead of time. Sending out a call sheet the night before production days is key to keeping everyone informed. We’ve also learned that bringing a few extra printed copies on the day-of helps everyone stay on task, and sets the team up for success. 

3. Communication, communication, communication  

We know from experience there’s no such thing as overcommunication when a lot of people are involved. Every role is interconnected, so getting everyone on the same page helps prevent costly re-shoots, rushed schedules, and maybe a few tears. If everyone’s clear on the vision and goals, you avoid unnecessary conflict or last-minute changes that compromise the quality of the final product.   

4. Don’t roll the dice on regulations  

Your production may need to follow a set of local regulations, which differ from place to place. For example, when 2A went to Las Vegas for a production, we learned our location was owned by a hotel and casino entertainment company that had its own production union labor regulations. We would need to work directly with the union to source our crew and provide strictly mandated breaks. Knowing the rules helped us flesh out our day-of schedule, providing enough time for breaks without sacrificing the creative vision…or violating labor laws. Phew! 

5. Embrace the unknowns 

No matter how much you prepare for a production, there will always be surprises. You must learn to be flexible and go with the flow of the project, which may turn out a bit differently than expected. Productions have so many moving parts that, inevitably, something will come up and you’ll have to pivot. Maintain calm and wear your problem-solving hat to keep everything running smoothly. Having an agency to lean on that’s well-versed in video shoot plot-twists and creative solutions can be indispensable. 

Looking for end-to-end production services? From creative to staffing to pre-through-post-production, 2A creates eye-catching marketing videos that captivate audiences. Get in touch today. 

By Jane Dornemann

Image by Suzanne Calkins

Gossip (for nerds) 

• Reports of slowing Azure growth following Microsoft’s quarterly earnings report, plus “light sales guidance,” led the stock to dip 5%. Even though earnings grew 10% YoY and cloud sales grew 30% that growth is smaller compared to the previous quarter’s growth. In particular, Intelligent Cloud “missed expectations.” Capital expenditure in early AI is also detracting from profitability. 
  • In response, Microsoft is going to change how it reports numbers for its business segments, kind of like when I tell my husband I put money into savings this month but leave out the part where I bought a $50 concealer (IT GOT RAVE REVIEWS AND I NEED IT, OK?). 
• Regardless of how Microsoft structures its earnings, it should be fine as long as I keep overconsuming TikTok. As of March, the platform spent $20M per month on Azure OpenAI Service through Microsoft—a whopping 25% of the revenue Microsoft was generating through that business. Is an OpenAI rep on their way to Washington, DC to beg Congress not to ban TikTok as I type this? 
• Amazon earnings were bright, with AWS as the driving force behind a quarterly profit of $13.5B—a 19% increase YoY and above expectations. But all this demand isn’t necessarily a great thing, because AWS has “a titanic backlog” for its services. It’s unclear if that’s why AWS closed some of its services to new customers, such as Amazon S3 Select, or whether they plan on retiring those services down the road.  
• Meanwhile, The demand for AI is more than Microsoft can accommodate, so the cloud giant is spending billions to use third-party centers while it builds out more of its own.
• Like Microsoft, AWS is spending a significant amount on capital ($16.4B for Q2!), which includes building new data centers instead of refurbishing old ones. Next up: Hyderabad, India. 
  • Investments also include the race to create AI chips that are cheaper and faster than NVIDIA’s.
• In a leaked internal fireside chat, the AWS CEO told the company’s software developers that they need to find other skills because AI is going to start coding for them. “Upskill and learn new technologies” was the depth of the direction they received. Are you feeling left out? Don’t—the CEO said most white-collar jobs will look completely different in five to 10 years. Time to upskill and learn new technologies!!!!
• Microsoft wasn’t the only cloud provider to experience at outage at the end of July—AWS had connectivity issues for a day, preventing customers from accessing storage, databases, and other services. The guest contributor who wrote this article asked if this dependency on two clouds calls for a plan B, and lucky for him, he’s a man and doesn’t have to think about equitable access. OH YOU MEAN THE OTHER PLAN B…right right, yes, let’s get on that. 
• Where was Microsoft’s “the customer is not always right” mentality when I was a waitress? Delta’s CEO, Microsoft, and CrowdStrike exchanged some WORDS over July’s outage. Microsoft and CrowdtSrike are blaming Delta for its slow recovery, saying the airline refused Microsoft’s help. Delta is like “We don’t need your help, also, we hate you and this is your fault.” 
• Last year, Nokia and AWS decided to collaborate. Well, they collaborated a little too hard because now AWS is suing Nokia for stealing patented intellectual property. I almost never say this, but this article about the conflict is great from start to finish, and involves rowing teams beating each other with oars, a “criminal pivot” for a business strategy, and German indifference. Thanks Iain Morris.  

World domination 

• The US government is doing its darndest to keep advanced chips and other AI capabilities out of the hands of China, but as Jeff Goldblum’s character states in Jurassic Park, nature finds a way—and that way is AWS. They are exploiting a loophole in which Chinese companies can access technology like NVIDIA A100 chips through cloud providers who are fully allowed to operate in the country (or, through intermediary companies). But this velociraptor has figured out how to have babies y’all. 
• Microsoft’s Azure OpenAI Service achieved FedRAMP certification, which means some federal agencies now have permission to use it for sensitive datasets. The IRS started with the prompt, “Show me everyone who is not paying their taxes,” which yielded a list of extremely wealthy individuals. So, they adjusted the prompt to say “Compile a list of poor souls who make under $30k a year and were late filing by two days so we can rain hellfire upon them without fear of them being able to afford an accountant.” 
  • That FedRAMP certification came just in time for Microsoft and Palantir to sell cloud-enabled AI and data analytics to US defense and intelligence agencies. 
• AWS is talking to UK regulators like they lied about doing their homework. The cloud provider is “disappointed in [the investigation]” of the AWS-Anthropic relationship, claiming it is in no way anti-competitive, along with calls to “end the probe” like it’s being abducted by a UFO or something. 

Ma’am, I’m going to have to call security 

• A hacker group is exploiting vulnerabilities in Azure subdomains to spread disinformation on Android phones via push alerts that lead users to fake news sites. My favorite part about this story is that the fake news was about—wait for it—Harry Connick Jr. Don’t they want people to actually click on the links? No offense to HCJ, but WGAF? 
• Just two weeks after the famed CrowdStrike update outage, Microsoft experienced another global outage due to a cyberattack that affected Outlook, Azure, and Minecraft. Office workers and middle school nerds everywhere were distraught. The 10-hour downtime was the result of a DDoS attack and Microsoft’s “failure to properly defend against it.” Does everybody remember the recent Microsoft announcement that executive bonuses would be tied to security performance? Looks like you’re not getting that boat this year, David. 
• At its annual conference in Vegas, Black Hat discovered six critical vulnerabilities (they didn’t get the memo that that should have stayed in Vegas). Is AWS trying to be like Microsoft with all these security headlines? AWS, just be yourself. You don’t need to Single White Female your competitor, it’s OK, we like you for YOU. 
  • But then, attackers were able to grab AWS keys and access tokens in a data extortion campaign, as uncovered by Networks’ Unit 42 arm. 
• Is there anything more ironic (or, iconic) than an infected health bot? Privilege escalation flaws in Azure’s cloud-based AI Health Bot Service allowed unauthorized access to customers’ resources via a malicious attack. When users asked what they should do about a health problem, such as a rash, the health bot responded “Put a bird on it” 100% of the time (that was for my fellow Portlandia lovers only). A research engineer at cybersecurity firm Tenable says this is what happens when AI development is rushed. 

Wheelin’ and dealin’ 

• AWS is going to power GE HealthCare’s generative AI models via Amazon Bedrock, with the aim of improving patient care. Honestly, the bar for good healthcare is so low in this country that you could put an extra garbage can in the exam room and I’d call that improving patient care. 
• I guess Leeds Teaching Hospital in England wants to put a bird on everything now that it has moved entirely to Azure.
• Telecoms company Lumen Technologies is using Azure to drive AI adoption and innovation. In return, Microsoft will use Lumen’s Private Connectivity Fabric to strengthen connectivity capabilities among Microsoft data centers. 
• More than half of Y Combinator startups are accepting Microsoft’s cloud credits initiative, which aims to get promising young companies to build on Azure. 

New stuff  

• As AWS wins new clients in the public sector, it has decided to expand its cohort of government tech suppliers. The AWS Champions Program highlights vendors and public agencies who use AWS for civic advancement.  
• Microsoft Teams has a new app that unifies your personal and work accounts. Sounds…like…a great…idea… 
• Mithra, which sounds like some angry Greek goddess, is the newest platform from AWS. The CIO went on to explain what it does “in simplest terms” but it was not, in fact, the simplest terms, so figure it out for yourself. 
• Oracle has an official partnership with Microsoft but doesn’t yet offer its MySQL Heatwave for Azure. However, Oracle just announced it has made the database service available on AWS despite no official partnership with the cloud provider. MySQL Heatwave itself runs on AWS. 

Professional Pivots 

• Microsoft welcomed its new AI Transformation Officer, Pamela Maynard, formerly CEO of Avanade. 

Best Friends Forever 

New to Azure Marketplace: 

• Ivanti, which sounds like a cheap clothing brand that’s trying to pass for Italian high fashion, will help Microsoft customers break down barriers between IT and security. 
• iiDENTIFii, a company that apparently never wants to be Googled properly, is bringing its biometric identity authentication to Azure Marketplace. 
• Lumifi has added its managed detection and response services 
• Pathlock Cloud, which offers identity governance solutions, is on Azure Marketplace 
• Mobile device management company Jamf became a Microsoft Partner and will enter Azure Marketplace later this year.’

New to AWS Marketplace:  

• MicroStrategy ONE for Government, a managed SaaS solution for data security and governance 
• Versium’ REACH APIs (dang, y’all don’t have to yell), a data enrichment and cleansing tool 
• Veritone’s enterprise AI solutions for media and entertainment companies 
• LastPass, a password and identity management solution 

By Jane Dornemann

Image by Julianne Medenblik

Years ago, Mollie was perusing the selection at Seattle’s Elliott Bay Book Company when she noticed an interesting neon sign logo across the street. She’d never heard of this elusive “2A” before, so she pulled out her phone to look it up. 

It was love at first Google, so she applied for a job. But it wasn’t to be—the position had just been filled. She left an impression though, and when a job opened up later, 2A reached out to her. But it was not to be (again)—she had already accepted another job. Eventually, the stars aligned, and Mollie took on freelance work with us until moving to a full-time position as one of our newest storytellers.  

Rewind 15 years and the scene is a bit different. After graduating from college with a degree that focused on creative writing and marketing (dream combo!), Mollie felt an unexpected calling that she couldn’t deny: to run a funeral home. “Growing up, I was always the morbid kid,” Mollie said. “And this was a way for me to pair my curiosity about death with my desire to help others.” While she was determined to get into the business, she soon discovered that the male-dominated industry wouldn’t afford a young woman any apprenticeships. Shut out, she put it in her back pocket and moved on to her next adventure.  

Cut to a short stint in nursing school (hey, it’s good to know what you don’t want), and then a move to California, where Mollie found herself copywriting for a school library. Running promotions for the library’s events helped her discover an interest in—and talent for—marketing. This led to positions at marketing agencies where she wrote for many industries, including healthcare.  

Did we mention that Mollie was freelancing as a journalist on the side? The woman has hustle.  

It was only after earning her Master of Fine Arts degree at Bennington College (for which she still writes articles and social media posts) that she landed in Seattle. Which brings us back to Elliott Bay books. 

Mollie describes her path to 2A as zigzagged, which is so much more interesting than a straight line. And at every step, she’s brought the depths of her creativity with her. When she isn’t telling our clients’ stories by day, she’s writing her own by night. An author of both fiction and nonfiction, she recently completed an object lessons book about the saxophone and is refining a collection of personal essays. In addition to writing, Mollie enjoys cross-stitching. But not in a zigzag. 

By Katy Nally

Image by Alyssa Smith

If you believe in string theory or just enjoy a good sci-fi plot, then you’ll appreciate the truth about our consultant Kyung. The truth is, somewhere in our vast multiverse, there’s a parallel version of him working as a surgeon in New York City. There’s another Kyung slinging pizza dough near the Jersey Shore. And still another, scrambling his way up Mount Rainier as you read this. 

In a lucky twist of fate, we got the Kyung who made a life-altering pivot in college that set him on a course through startups, digital media groups, and finally 2A. 

Shoes make the marketer and leave their mark 

It all started when he fell in love with some shoes. Not just any shoes—Air Jordans. In elementary school, Kyung first encountered them and realized their magic went deeper than just apparel. He noticed that wearing Jordans conveyed a broader message to people. It was his first taste of marketing and it set in motion a miraculous chain of events. 

When Kyung went to college, he planned to study medicine. But halfway through, the universe pulled him in a different direction. He dusted off his memories of the Jordans and dove headfirst into marketing. After graduating, Kyung cast a wide net, landing his first gig as a PR intern at a men’s fashion publication. 

Big startup energy at Noom 

From there, he seized the attention of a startup in New York City’s Silicon Alley. Kyung joined Noom before it reached 100 employees, working directly with the CEO and founder on the growth marketing team. He ran A/B testing for Facebook ads to spread the word about Noom and recruit new health and wellness influencers. He also helped improve reviews of the product to incorporate better SEO and position Noom higher in search results. 

While Kyung enjoyed the daily catered lunches, he wanted a marketing role that offered more breadth, so he began searching. Then destiny presented him with an opening at the Jun Group. 

The merry-go-round of digital advertising 

For five years, Kyung worked with some of the world’s biggest brands to create digital advertising campaigns and increase conversion rates. When Jun Group sellers needed to pitch companies like General Mills, Target, and Kraft, they’d first go to Kyung for tailored marketing materials. As a content strategist, he developed sales enablement assets to show off Jun Group’s differentiators so the agency could win new business. 

Life was good at his NYC job. That is, until the pandemic hit. 

Stories sparkle with the right data 

With ties to Washington, Kyung left the Big Apple and moved to Seattle. After a few months, he found his next gig, at Indeed. It was a departure from the world of digital ads, but it gave him a crash course in market research. As a senior content specialist, he searched for hiring trends in the retail and hospitality industries, paired them with proprietary Indeed data, and packaged them in a deck or whitepaper for customers. 

As it turned out, finding and developing stories for a particular audience was exactly the steppingstone he needed to land at 2A. 

All signs point to 2A 

And here we have the Kyung you know and love—built moment by moment, from a thousand different experiences that led him to be your consultant. If you want to see your marketing unfold with Kyung, let’s chat. 

By Katy Nally, Kelly Schermer

Image by Nicole Todd

We name stuff funny. We call our monthly meeting that showcases cool projects Circle Time, the special Friday once a month when the office is closed, FriYAY, and the slide outline made up of little squares, chiclets. So, it’s probably no surprise that we call our company values, Words we work by (WWWB).  

We think of WWWB as our North Star—the guiding light we use to help us keep what’s great about 2A while we grow. Our WWWB also allow us to build a collective identity as a team so new people come on board faster. 

Curious yet? Please say yes, we would really love to share them.    

• We’re helpful: When it comes to work, we’re not afraid to roll up our sleeves. Whether it’s colleagues or clients, we all pitch in to get it done and help everyone thrive.  
  We know that teamwork makes the dream work >> 
• We’re serious about our work: We show up to do the work, and we commit to doing it well. We give each project the effort it needs.  
  We’ll show you how serious we are >> 
• We tack toward improvement: There’s always room to get better, and that’s where we’re headed. We experiment, learn, and prioritize to challenge our path.  
  We’re still a work in progress >> 
• We work to build trust: A foundation of trust with a diverse community of colleagues and clients makes our days and our work better. We’re curious and proactive about building trust.  
  We love a good trust fall >> 

The secret to 2A’s high-quality work and engaging culture lies in our WWWB. Because really, Where Would We Be without them?  

By Jane Dornemann

Image by Suzanne Calkins

Wheelin’ and dealin’ 

• You win some, you lose some: Xerox is moving its legacy data-center workloads to Azure, which unfortunately doesn’t involve photocopying body parts and leaving the prints for other attorneys to discover (like when my dad used to take us to his office as kids: “It’s making people very uncomfortable, you have to stop”). Meanwhile, the Broad Institute at MIT is not renewing its Azure contract, with a TBD on where it goes next. 
• Microsoft has stepped down from its non-voting observer seat on OpenAI’s board. So, it gave up its role of doing nothing but getting the tea. Speculators say the OpenAI seat will go to an Apple executive following a recent deal between the two companies. And this might sting a little, but OpenAI is selling more of its AI models than Microsoft is. 
• That’s OK because Microsoft is busy making its own deals—starting with Adept, a young AI startup. I went to Adept’s website and I still have no idea what the company does. DM me if you can explain it like I’m five years old.
• Microsoft led a $40M investment in Armada, which provides off-grid, satellite-connected modular centers that customers can buy through Azure. Is this like the prepper of the tech world? 
• Criteo is collaborating with Microsoft Advertising. TL;DR: they’re using and selling each other’s products to retailers.
• Deloitte will use Amazon Bedrock and Amazon SageMaker in its products to help clients “augment their workflows.” Does anyone want their workflows augmented? I don’t. 
• After agreeing to essentially contract out its cloud services so Microsoft can keep offering generative AI, wouldntyaknowit, Oracle’s Autonomous Database has become available on Azure.
• Digital mapmaker TomTom signed a long-term deal with Microsoft to bring its maps and traffic data to Azure Maps and other Microsoft products. 

Gossip (for nerds) 

• AWS is investigating whether or not Perplexity AI has been “scraping” websites that have tried to block the practice. Scraping, which in this case is not about cleaning out your bong with an unbent paper clip, is the act of extracting data for things like market research or content analysis. And it’s forbidden by AWS. Because Perplexity is an AWS customer, it must adhere to the cloud provider’s rules. Do as I say, not as I do, I guess.
• AWS, Google, and Microsoft are among several tech companies calling for industry-wide adoption of Environmental Product Declarations (EPDs), a statement of greenhouse gas emissions that’s verified by a third party. 
• This is funny because some Amazon and AWS employees past and present are calling the company’s sustainability claims cap. (See how familiar I am with the lingo of today’s youth? How sigma of me). There have been walkouts and accusations of “creative accounting.” (I know someone who creatively accounted 34 times, but I’ll tell you about it later.) 
• Microsoft is scrapping the underwater data center it started in 2013, and in the same breath the spokesperson was basically like, “It worked, but also it didn’t work.” That last part I could have told you for free. 

Ma’am, I’m going to have to call security 

• By now, you know the details of the CrowdStrike/Microsoft debacle that affected almost nine-million devices—and ruined vacations, halted flights, stopped surgeries, paused banking, and crapped on emergency services. If you don’t, then you’ve been living under a rock, and I suggest you return to that rock because things are rough out here. 
• After advising customers to reboot at least 15 times to solve the issue, Microsoft and CrowdStrike realized that they’ll need to write some very large checks. (On top of the $22M settlement it paid to EU regulators for something else…. And also the $14M settlement it paid to California after penalizing workers who took medical or family care leave.) But, more importantly, the “blue screen of death” is looking like a solid Halloween costume right now. 
• It wasn’t just the faulty CrowdStrike update that caused problems: Azure and Microsoft 365 customers experienced a separate outage stemming from the Central US region, which greatly affected airlines. Let’s pour one out for anyone who had a plane ticket this past week. 

World domination 

• Microsoft is offering Chinese businesses a loophole to get around OpenAI’s exclusion of Chinese customers (even those using VPNs). But the US won’t allow China to access this advanced technology for long, because we can be next-level savage like that. 
• In the meantime, Microsoft is worming its way into Hong Kong schools by incorporating OpenAI into education services.
• Chile will soon have more than one of the world’s largest swimming pools—it will brag about a second AWS data center in 2026. And in Australia, AWS is building a high-security data center for the down-under government in a $2B, 10-year, top-secret project. This means nobody knows the location, except we do: it’s in the Outback, because where else would you secretly build a data center? 
• To get more public agencies on board with generative AI, AWS is doing what it does best: throwing money at it. The company announced a $50M investment in its Public Sector Impact Initiative, which is mostly about giving promotional credits to the government to use solutions like Amazon SageMaker and Amazon Q. 
• Remember that $1.5B investment Microsoft made in G42, an United Arab Emirates–based AI company? Republican lawmakers want to know what’s up with that. They demand info and they demand it NOW. Microsoft is all like, CHILL OUT we care about security…can’t you tell? 
• Google is giving off some big Pick Me energy, per my last leaked memo. In a 500M Euro effort to lure European cloud companies away from Microsoft, the companies stuck with Microsoft anyway. Google’s incentive was offered on the condition that the companies held their ground on the anti-trust allegations against Microsoft. Does anyone have some soap, because this is DIRTY. 

New stuff 

• AWS Graviton4 Cloud Processors for EC2 R8g are now generally available; AWS claims the combo is more energy efficient and more powerful—and they have receipts. AWS is also developing an even more powerful AI chip, Trainium3, which will compete with NVIDIA’s family of Blackwell chips. AWS is preparing its data centers for increased demand—such as using liquid-cooling and cold-plate technology. So much for net-zero by 2040. 
• Amazon Q can provide customer service agents with step-by-step guides on how to handle customer calls, and never in my life have I wanted an AI to hallucinate in any given scenario. “Step 3: Tell customer your butt itches and to please hold while you scratch it. Step 4: Hang up.” 
• AWS is also throwing credits at startups, again, to win market share away from Microsoft. 
• Welcome, App Studio! It’s the newest generative AI solution from AWS that promises to build you an app based on a written prompt. Why do I feel like this will be used for evil? 
• Avoiding all hyperbole, Automation Anywhere is “automating the impossible” using Azure OpenAI Service. Does that mean it will automate Elon Musk’s donations to food banks? 

Professional pivots 

• NVIDIA hired Howard Wright, formerly AWS VP and Global Head of Startups, to lead its startup ecosystem.
• Google has hired two executives away from competitors: Saurabh Tiwary, formerly of Microsoft’s Copilot arm, and Raj Pai, formerly of the EC2 arm at AWS. They’ll help lead Google’s cloud-based AI business. 

Best friends forever 

• AWS, Microsoft, Intel, Google, and other puppeteers of humanity have joined the Fintech Open Source Foundation, which aims to “enhance the financial service industry’s technology ecosystem through open-source initiatives.” (Because what banks need is more free shit.) In partnership with financial institutions, the foundation will set common standards. 
• I scream, you scream, we all scream for ISVs! Browse Microsoft’s 2024 Partners of the Year. 
• SourceFuse earned AWS Premier Tier Services Partner status. 
• CCL, a provider of IT and hybrid cloud services, is the first launch partner for Microsoft’s New Zealand cloud region.
• Soracom, a provider of advanced IoT connectivity, has joined the AWS ISV Accelerate program. 
• Telco Systems’ Edgility platform passed the AWS Foundational Technical Review validation for AWS IoT Greengrass and has joined the AWS Partner Network. 
• New to AWS Marketplace: Observo AI, which creates security and observability data pipelines. 

Additions to Azure Marketplace 

• Raffle AI, which specializes in chat assistants and search technology. 
• Adaptive’s Aeron, a suite of low-latency messaging tools for financial traders. 
• NIQ’s Activate platform, which provides insights for retailers and CPG companies.
• ClickHouse Cloud, which gives Azure customers options for deploying and managing their analytics workloads.
• SureImpact Nonprofit, which helps charities measure outcomes. 
• Forescout’s Risk and Exposure Management Solution. 

By Andrea Swangard

Image by Julianne Medenblik

Our new storyteller, Jack, was on a pre-med path when he took a creative writing workshop to fulfill a prerequisite—and then couldn’t stop thinking about it. When the night before a science midterm found him writing a story instead of studying for his exam, he realized this was a new passion and it was time to switch gears. After earning a degree in English, Jack pursued an MFA in writing and started teaching freshman composition. Jack was gratified to see the writing abilities of his students improve, but he also ended up serving as a quasi-career counselor when some of his students experienced that familiar cathartic moment: They’d taken the class to fulfill a requirement, had grown to love writing (due in no small part to their enthusiastic teacher), and wanted to change their majors. 

From teaching to taglines… 

After Jack had settled into teaching full time, COVID-19 arrived and changed everything. With classes that were now fully remote and burdened by a complicated teaching structure, students were distracted and making progress was a challenge. Jack missed the in-person connections and more collaborative spirit of the pre-COVID days, so he determined it was time for another change. He missed his creative writing era and found that several authors he liked were copywriters. So, he decided to explore that path. 

A part-time job for a friend’s digital marketing business led to a full-time gig at a legal firm, where Jack researched and wrote blogs, social media posts, and emails. Another experience found Jack working with a software development company on a global rebrand, writing the company’s new tagline and collaborating to develop its voice and tone. After the rebrand, Jack felt like he had completed a quest and was ready for his next adventure. Fortunately for us, he landed at 2A! With an abundance of writing and research experience—and a talent for inspiring an audience—Jack found a great fit for his skills. 

…and fiction to fermentation 

While Jack spends a lot of time reading (fiction is a favorite), he also loves to hang out in the kitchen. Jack is passionate about experimentation, whether tinkering with fermentation recipes or perfecting his sourdough. According to Jack, “There’s something exciting about combining the right ingredients to create something great, especially if it requires attention to detail and precise timing, like fermenting or preserving foods.” This devotion to solution seeking, and the research and analysis that often accompany it, also influences Jack’s work. He thoughtfully evaluates an objective to find a combination of ingredients that makes clients respond with a chef’s kiss. Whether you’re seeking an appetizer-sized story or cooking up a complicated spread, Jack dives in with gusto to get it right. 

By Richa Dubey

Image by Suzanne Calkins

Dear Client, 

You already know there’s more to marketing than using buzzwords and hoping for the best. (Take a bow, large language models.) However, IDKIYK, that is, “I don’t know if you know” but we excel at using the kind of language that speaks to your audience—from Gen Z to technology partners.  

Let’s talk industry speak in vertical marketing. We’ve seen a profusion of buzzwords, like quantamental investment and precision medicine in this context. However, for effective marketing, it isn’t enough to just know the lexicon and how it’s used. You need an understanding of the industry. What are the current challenges? What are the prime drivers? How is it modernizing? Is it heavily regulated? What supporting role does technology play?  

Beyond that, you also need to reflect your organization’s technology offerings and incorporate your brand voice (deployment of generative artificial intelligence in digital twins, anyone?).  

At 2A we focus on key verticals like financial services and healthcare. From life sciences to manufacturing, and retail to government, we understand the audiences you speak to, the issues that concern them, and the language they relate to. Whether it’s compliance in healthcare, FSI challenges with data residency, or omnichannel customer service in retail, we understand your customers’ concerns. 

Most of all, we understand your organization and audience, and how you want to position your offering in a particular industry vertical. We know that the DNA double helix has a right-handed spin and health insurance companies are called “payors” (not ”payers”). We also recognize that to effectively position your work at Hanover Messe—one of the world’s largest industrial trade fairs with a global audience of about 200,000—you need to use global English that is easily understood by non-native English speakers and will translate well into other languages.   

We back up this understanding with a rigorous process. We research the industry landscape, validate what we know, consult with you to refine the messaging, and interview your partners or customers if required. After we’ve done our research, we use your voice and brand to craft a compelling marketing asset tailored to the needs of your industry-focused audience.   

Check out a sampling of our projects across key AWS verticals. And give us a call if you like what you see.   

We remain industriously yours, 

2A 

By Jane Dornemann

Image by Suzanne Calkins

Wheelin’ and dealin’ 

• NinjaTech AI, which seems like a not-OK name for a company in 2024, is using machine learning chips from AWS for its new service, Ninja. (Wow, they’re really leaning into this.) Ninja can plan and execute (as ninjas sometimes do) everyday tasks such as scheduling meetings, conducting research, and completing coding tasks. I’ve heard humans also do this, but who needs them anymore! 
• HashiCorp and AWS are expanding their strategic collaboration to do stuff like create policy about architecting and configuring Terraform on AWS. You can count me out of that one. I’d rather blow-dry my eyeballs. 
• Will AT&T actually work in my neighborhood now that it’s moving its 5G to Microsoft? Microsoft is acquiring AT&T’s Network Cloud Technology and staff “to eventually handle all of the wireless carrier’s 5G traffic.” It’s worth noting that both AWS and Microsoft are competing for huge telecom clients as the industry deploys new 5G networks, but so far those deals “aren’t yet generating substantial revenue.” 
• MediaTek, a Taiwanese chip designer, is designing an ARM-based chip that will run Microsoft Windows OS. MediaTek stock has risen following this news, and I am willing to bet Nancy Pelosi—I mean her husband—conveniently bought some of that stock on a total whim, just total dumb luck, the week prior. 
• SAP has committed to using three types of AWS chips to support its SAP HANA Cloud. 
• To ensure capacity meets the demands of OpenAI users, Microsoft will run some of its workloads on Oracle Cloud Infrastructure.🤯 

Gossip (for nerds) 

• Microsoft, NVIDIA, and OpenAI are facing an antitrust investigation in the US. The goal is to determine if the arrangements among these companies are meant to shut out competition in the AI industry. Apparently, that isn’t plainly obvious and we need a whole investigation for it. 
• Microsoft is cutting around 1,000 jobs in its Azure and HoloLens divisions. It needs to free up resources for AI initiatives. 
• AWS re:Inforce 2024 had a big security theme—what timing, given Microsoft’s highly public flailing and floundering in the space. The cloud provider announced it will push multi-factor authentication and hosted many sessions around security best practices. 

World domination 

• If the government wants to monitor Microsoft’s AI dominance, then the company will just go to Sweden, which has better meatballs anyhows. Microsoft is investing $3.2B to expand its AI infrastructure in places like Staffanstorp, which sounds like one of the houses in Harry Potter. 
• Is AWS the next Eurovision contestant? Break out the mullets and costumes that make you feel weird inside, because the cloud provider is setting up (more) shop in Italy, Spain, and Germany. After dedicating 15.7B Euros to its Spain Region, Germany is ponying up 8.8B Euros to scale its Frankfurt Region and will either expand its Milan data center or build a new one somewhere else in the boot. This is like my semester abroad, but without the absinthe and space brownies!! And without the data centers. Even I had limits. 
• AWS is also launching a Region in Taiwan. This is…a choice that interests me (although, Warren Buffet can be wrong). 
• French telecom provider Orange is partnering with AWS to offer cloud computing in Morocco and Senegal. Orange will use the AWS Wavelength platform and rely on its own data centers to provide services, since these are the only two places on earth that AWS hasn’t stomped on with data centers. YET. 
• Norwegian-owned telecom Telenor Group is using AWS technology to create a sovereign cloud environment. Together, they’ll offer customers security and sovereignty solutions. Also, these dudes look chill and nice, just hangin’ outside corporate HQ talking about Norwegian things like Vikings and fjords. I bet they do cool sovereign stuff. 

Ma’am, I’m going to have to call security 

• Summer is the perfect time for grilling out, and I don’t just mean on the BBQ—Microsoft president Brad Smith was part of a good grilling from the House of Homeland Security Committee following cyberattacks on the federal government. A ProPublica investigation found that Smith and co. ignored important warnings that could have, if heeded, prevented the breach. The government was like Will you PRETTY PLEASE stop doing that shiz and Smith was like YES ALL EMPLOYEES WILL CARE NOW, I PINKY PROMISE. 
• Probably the biggest drama this past month was Microsoft’s “embarrassing” backpedaling of its Recall software on Copilot Plus PC, which can screenshot everything someone does on the new Qualcomm-powered laptops. Researchers labeled it a “security disaster” (Microsoft broke its pinky promise!!) because it makes stealing information a piece of cake for hackers. Microsoft rolled it back “in secret” and is now testing it. Can we just love the fact that a product named “Recall” was recalled? Like, immediately? 
• Well, just cut off that pinky because a researcher found a bug that allows hackers to spoof real Microsoft corporate emails, which means they can send phishing emails using real people’s email addresses. It only works when sending to Outlook addresses, which is only a few hundred million people, so…. (At the time of reporting, the bug hadn’t been patched.) 

Professional pivots 

• Now settled in his new position as CEO of AWS, Matt Garman shared some important details on sales team structure and executive changes. Settling out is Bratin Saha, a former AI general manager at AWS who has worked on Amazon Bedrock and other AI products. He‘s now the chief product and technology officer at DigitalOcean, a nascent but promising cloud competitor, according to analysts. 
• The director of Amazon EC2 product management, Chetan Kapoor, also told AWS peace out after eight years with the company. Nobody knows where he’s going—oh Chetan, you feather in the wind, you. 

New stuff 

• AWS introduced two new AI certifications for professionals who want to serve the AWS overlords build a career in AI. These free or low-cost training courses (Machine Learning Engineer and AI Practitioner) are meant to provide the “lack of expertise” businesses need to deploy and monitor models. 
• Microsoft announced some updates to Microsoft Fabric at Build 2024 that include customized workflows, a new module called Real-Time Intelligence, and the availability of Copilot for Power BI. 
• SAP has integrated its AI Core with foundation models in Amazon Bedrock, which it claims will help businesses improve their ERP platforms by driving efficiency. Gotta drive efficiency—otherwise, why are we on this rock? 
• Anthropic’s Claude 3.5 Sonnet model is now available in Amazon Bedrock. I was going to throw a party but instead decided to get a cup of water from the kitchen. 
• After I hydrate, maybe I can plan something special to celebrate the fact that Amazon Connect now has an Analytics Data Lake. CAN YOU IMAGINE THE INSIGHTS!?! I want to get hired as a data center analyst so I can create charts that show how many times a day angry customers use the phrases “This is bullshit” and “I’ve been on hold for 40 goddamn minutes” and stuff like that. First stop on the resume train: American Airlines. 
• As we descend into the eighth circle of hell, you’ll find AI-driven contact centers, where tortured souls wait forever to speak with someone but never will. Microsoft is taking Copilot to call centers to help chatbots scan manuals so they can better answer questions and field customer calls. 
• Not that anyone cares, especially me, but it’s now easier to manage the entire machine learning lifecycle if you’re a developer on AWS with the fully managed MLflow on Amazon SageMaker. 
• There are two new previews from Microsoft: a flex consumption plan for Azure Functions and a premium version of Azure Bastion virtual machine. Truly, truly life-changing. 

Best Friends Forever 

• An expanded collaboration between Microsoft and product design software provider Ansys will allow customers to deploy Ansys Access on Azure through the Azure Marketplace. 

By Katy Nally

Image by Jenni Lydell

So you’re in a new [business] relationship and you want to shout it from the rooftops. Congrats! That honeymoon phase always feels good. Now, before you jump to the nearest balcony to reenact Romeo and Juliet, let’s think through the perfect sonnet you should deliver. You’ll need something that captures the better-together essence of your new partnership and makes your joint customers swoon.  

As a B2B marketing agency, we recommend starting with a messaging and positioning framework (MPF) to get the main points just right. An MPF is a perfect way to strip down your story to reveal the top-line benefits customers will experience from your dynamic duo. Then we transform those benefits into pure poetry that would make Neruda proud. The end result is a document that includes key talking points and copy blocks you can pop into any joint marketing content. See for yourself: 

Doing an MPF as the basis for your content strategy makes sure everyone—on both sides of the partnership—agrees on your differentiators and describes the value uniformly. This way, customers hear a persuasive, consistent message from all angles.  

Pop quiz time 

Now that you’re sold on MPFs, take our partnership quiz! You’ll find out which kind of better-together story is best for you and yours. Many of the joint MPFs we create are for ISV partners who want to describe the value of their alliance with a major cloud provider. There are a few ways to do this, and the pillar structure varies a bit, based on how different solutions support one another.  

Bonus—there’s no wrong answer 😊 

Which one best describes you and your partner? 

A) Feeling one sided but enjoying the attention: This framework adapts the partner’s existing messaging by popping in the cloud provider where it makes sense. Think of this one as light on the cloud, heavy on the partner. It slots in cloud benefits where they make sense, giving customers a glimpse into the value of the combined partnership. It’s a good approach if the relationship is a little fraught or tricky to talk about. 

B) Dating but not ready to move in together: This includes one pillar for the partner, one for the cloud provider, and one for both. This structure plays it safe by giving each side a chance to share existing messaging. The combined pillar explains their joint value and elaborates where possible. If the partnership were new, this approach would be a good fit.  

C) Thinking of proposing tomorrow: This uses a structure where each pillar explains the partnership through a major customer benefit. This approach works well when there are a lot of juicy details about how the partner and cloud provider work together. They’ve likely co-developed integrations or POCs and have a roadmap for future work. They generally already have joint customers and it’s easier to pin down the differentiators of their partnership. 

The results are in! 

If you chose A, B, or C, you’re in luck! Our storytellers and consultants would love to learn more about your partnership and spin up an MPF for you. Reach out to learn more. Happy partnering!