May 2009
Ogilvy & Mather Worldwide has launched a new integrated branding campaign for business software provider, SAP AG.
Using imagery that emphasizes clear vistas, as well as visibility into the operations of an office or factory floor, the campaign declares ‘It's Time for A Clear New World.’
The effort connects the benefits of SAP's software products, which help companies to run their businesses with greater efficiency and flexibility, with the larger issues that businesses face today: the need for greater accountability and transparency.
The campaign embodies the vision of Léo Apotheker, who unveiled his ‘Clear’ platform in a keynote speech in Orlando yesterday. Apotheker becomes the sole CEO of SAP in June 2009.
"In today's business environment, companies must see clearly, think clearly, and act clearly within their own organization as well as across their business network. Only those with the visibility to act effectively and decisively will survive and emerge stronger than the competition," says Marty Homlish, Global Chief Marketing Officer, SAP AG.
SAP unveiled ‘It's Time for A Clear New World’ with print and digital ads breaking on May 12 in the U.S. and Germany, and expanding to regional world markets in Europe and Asia later in the month.
The campaign places a heavy emphasis on online media with a new sap.com global home page and landing experience, as well as videos featuring business leaders and academics who discuss how business challenges can best be addressed through greater openness and clarity. Out of home billboards and content tailored for mobile devices will also be featured in the effort.
"Working with SAP we saw an opportunity to re-articulate the essence of the SAP brand, or its brand's "big ideaL," as we call it. Above all, SAP stands for clarity," explained Josh Tavlin, Group Creative Director at Ogilvy & Mather New York.
"We got here because the brand's vision is essentially baked into the company's products and services, and never has the promise of clarity been more relevant and urgent than it is in business today."
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