CLIENT
SAP America
Costanza Tedesco, VP-Global Advt.
Michael Shubra, Dir.-Global Advt.
Lauren Bachenheimer, Dir.-Global Advt.
AGENCY
Josh Tavlin, Sr. Part.-Group Creative Dir.
Sung Chang, Sr. Part.-Group Creative Dir.
Mark Davis, Assoc. Creative Dir.
Stephen Winston, Copywriter
Spencer Osborn, Sr. Part.-Mngng. Dir.
Mindshare
James Powell, Assoc. Media Dir.
Suzanne Weis, Assoc. Media Dir.
SUMMARY
SAP develops enterprise software that makes companies more efficient and profitable. The brand is inextricably linked with best-run businesses in every industry. In order to grow, SAP needed to reach out beyond its base of large companies to midsize businesses. This campaign helped SAP do just that by dispelling myths commonly held by midsize company executives -that SAP was too big, too expensive, too complex and too slow to implement for midsize companies. The main message: You don't have to be big to be best-run.
