HubSpot and AKQA spotlight confidence at work

The campaign highlights its role in helping businesses generate demand, close deals and serve customers.

HubSpot and AKQA have launched a global brand campaign focused on high-performing professionals and the tools that help them work with confidence. The campaign positions HubSpot’s agentic customer platform as the technology supporting their performance.

The platform connects marketing, sales and service teams through a shared customer view, combining AI-powered tools with a Smart CRM and centralized customer data.

HubSpot campaign focuses on the people behind performance

AKQA developed the campaign to move HubSpot beyond conventional B2B marketing by putting the people who use the platform at the center of the story. The creative focuses on the sense of control and confidence that comes from having the right tools and information available when needed.

HubSpot appointed AKQA in March 2026, citing the agency’s ability to connect brand, product and customer experience through creativity. Production involved HubSpot’s in-house brand and creative teams working closely with AKQA’s creative, production and post-production teams.

AKQA brings brand, product and customer experience together

The production process used the same director and production partner across shoots, with editors working on set. This allowed the teams to finalize cuts during production and accelerate delivery.

Earlier in the year, HubSpot and AKQA worked with director Max Siedentopf and production company DIVISION on a series of teaser films. Set in quiet offices, the films showed HubSpot already operating in the background.

HubSpot and AKQA build campaign around AI-powered platform

The latest phase introduces the professionals featured in the campaign directly. Across a series of films, they are portrayed as calm, prepared and in control, with access to the tools and information they need to perform their roles.

The campaign uses these characters to illustrate the relationship between effortless-looking performance and the technology supporting it, with HubSpot’s platform positioned as the infrastructure behind their work.

www.hubspot.com

www.akqa.com

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