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SAP
The Best-Run Businesses Run SAP

RAN IN: United States

CLIENT
SAP

Jonathan Becher - CMO
Michael Shubra - VP, Global Advt.
Costanza Tedesco - SVP, Mktg. Comm.

AGENCY
Ogilvy & Mather *Lead Agency

Chris Curry - Executive Group Director
Steve Hayden - Vice Chairman
Spencer Osborn - WW Managing Director
Leslie Stone - WW Group Planning Director
Josh Tavlin - Executive Group Director
Chris Wall - Vice Chairman


Mindshare *Lead Agency

Dervilla Kelly, Executive Director, Global Client Leadership


SUMMARY

Following the dot-com bust, The Best-Run Businesses Run SAP positioned SAP as a serious business solution for serious times. The next 12 years were marked by radical innovation and financial upheaval. While competitors live campaign to campaign, SAP has resisted the urge to change or dilute its message instead leveraging the brand to expand globally and into new categories. By staying true to a strong premise, they've built one of the worlds most highly valued brands, proving that while every business may run differently, The Best-Run Businesses Run SAP.

CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH, Direct, Events, Trade Shows

Audience: New Audience

Objectives: Increase sales, volume

Type: Business-to-Business

Classification: National

Language: English