Grok Launches 1st Big Branding Push for Taleo

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How do you humanize a software platform?

That was the challenge facing the leaders of New York agency Grok as they developed the first major branding push for Taleo, which sells talent management software to businesses with up to 10,000 employees. The resulting global campaign turns an everyday ID badge into a font of information about staffers.

In one print ad, the message on the badge for a vp of sales—“Was passed over for promotion. Now enjoying a steak dinner with your biggest competitor”—belies the calm grin on the fortysomething guy’s face.

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