Iron Mountain · IM AI Ready Campaign
We used a multi-pronged, multichannel approach to change perceptions, help Iron Mountain stand out, and engage audiences across industries.
The screens
Iron Mountain launched its InSight Digital Experience Platform (DXP), a unified, automated, and secure platform for accessing, managing, governing, and monetizing both physical and digital assets. The challenge was perception: most organizations only knew Iron Mountain as a legacy solutions provider, not as a strategic digital partner. Transmission grounded positioning in Gartner and Forrester analyst reports plus customer surveys and interviews, then built the campaign around the differentiator of a scalable, low-code, modular platform with physical and digital content management. The big idea, 'IM AI-Ready,' paired bold statements with Iron Mountain's signature side-profile imagery overlaid with transparent mountains. Messaging ran on two tracks: technical benefits (AI-ready, breaking down silos, automating workflows, compliance-ready) and value benefits (putting data to work, faster, more efficient, more confident). Activation covered earned PR, organic and paid social, employee advocacy, sales outreach, a homepage takeover, and a launch email.
The campaign turns a perception problem into a single, portable line: 'IM AI-Ready' reframes a records-storage heritage brand as a digital partner without abandoning the trust it has earned. Reusing the existing side-profile-with-mountain visual device keeps the work recognizably Iron Mountain. It is also unusually well evidenced, reporting $1.3B in pipeline across target accounts with existing pipeline and $98.6M in sales, and it earned a B2B Marketing Elevation Award for Most Commercially Successful Campaign.
Iron Mountain has spent more than 70 years protecting vital records and information for the world's largest organizations. The case page says it serves over 240,000 customers in 61 countries, including approximately 95% of the Fortune 1000. Its services span physical and digital assets, and its InSight DXP is the platform this campaign launched to help customers unlock value from information trapped in legacy systems and paper processes.
The work was made by Transmission, a global B2B marketing agency headquartered in London, with offices in cities including San Francisco, New York, Sydney, Singapore, and Delhi. It describes its approach as blending human insight with AI, and offers growth consulting, brand strategy, go-to-market services, and integrated services like ABX, paid media, creative, and content. Its portfolio includes Mastercard, Samsung, Allianz, and Vodafone, and it notes ISO 27001 and ISO 42001 certifications.