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SAP, which had previously taken a testimonial approach to its advertising with the spotlight on big-name clients like Nestlé, is shifting gears a bit to emphasize transparency with a global campaign themed, “It’s time for a clear new world.”
The effort, from Ogilvy & Mather Worldwide, New York, illustrates the “clear” concept with metaphors like a mountain vista reflected on an office building window (which, come to think of it, seems like the opposite of transparency).
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