Colby Effort Shows Sage in the Round

LOS ANGELES Dentsu’s Colby & Partners has launched new work for Sage Software, according to Rick Colby, president and executive creative director.

The campaign, a joint effort between the shop’s New York and Santa Monica, Calif., locations, includes print and online ads featuring 360-degree views of busy office spaces where Sage software is in use. Sage, which claims 5 million customers, makes ACT!, Peachtree and SalesLogix, among other products.

Colby said the “Sage 360” campaign emphasizes support that surrounds the customer. All photography was shot at U.S. businesses that use the client’s software.

“Visually we decided to use real people who use the software within their office or factory for a very distinctive look,” said Colby. “The campaign is different, except for keeping the tagline, ‘Your business and mine.'”

The first work broke in The Wall St. Journal. Future executions will appear in business-to-business publications and online. The media buy includes Entrepreneur, Fortune Small Business and BusinessWeek.

Colby said the shop evolved Sage’s creative over the last three years into an integrated marketing approach.

“We’re charged with taking it from a marketer of software to a company with a partnership with businesses,” said Colby, “sort of how IBM repositioned itself. Software products are the entree, leading to cool things in all media, like a destination portal Web site.”

The agency’s goal is that “every piece of communication will be measurable. That was our idea and the genesis of the destination portal,” he said.

Irvine, Calif.-based Sage Group, which now includes Best Software, spent more than $2 million advertising in 2005, per Nielsen Monitor-Plus.