New Ads Will Likely Tout Software Maker’s Market Dominance
NEW YORK–Grey Advertising last week nabbed lead agency status on Oracle Corp.’s $90 million advertising account in part by demonstrating how the client is the power behind the Internet.
“Everything on the Internet is running on an Oracle database and it’s making your life very different,” said Greg Jorgensen, a senior director in Oracle’s worldwide brand marketing division. “Nobody had really gone out and articulated that for us from a marketing standpoint.”
Grey’s effort played up the value of Oracle’s newly upgraded 8i software, a database tool that enables companies to integrate all applications and “mine” data through a single Internet platform, a source said. Its pitch bested the work of the other finalist, Leo Burnett in Chicago, for creative and media chores, sources said.
Oracle had asked shops to evolve its current advertising and Grey’s answer was to shift attention from its customer base to its market position as the leading supplier of software for information management, sources said. Previous ads from DDB Worldwide and Think New Ideas, Los Angeles, touted the client’s roster of customers such as E*Trade and Amazon.com.
Burnett’s pitch stressed the shop’s global reach, particularly with its Starcom Worldwide media unit, sources said, as well as its connections with TFA/Leo Burnett, which has worked with Oracle.
Grey’s win reverses a recent slump that saw the exit of Kraft Foods, Dannon Co., Lexmark International and Mitsubishi Motors, and financial crises in Asia and Latin America, which together led to a plunge in first-quarter income. The high-tech heavyweight joins a roster that includes Sprint and Telcordia Technologies.
Grey executives, who scheduled an agencywide celebration today, were, naturally, upbeat. “We’re delighted to be partners with [Oracle]. The win reflects the new Grey that’s emerging through our people and our capabilities,” said Bob Berenson, president of Grey U.S. –with Aaron Baar
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