NEW YORK SAP, which had previously taken a testimonial approach to its advertising with the spotlight on big-name clients like Nestle, 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, 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.) Copy defines clarity as "transparency, visibility, accountability" and promotes the idea that SAP's software helps foster clarity, which in turn forges partnerships and provides real-time, relevant information.
The campaign, which includes print, out-of-home and mobile, is meant to be one component of the "clear" positioning. Spending was not disclosed.
Co-CEO Leo Apotheker, who will become SAP's sole chief executive next month, is giving a speech at SAP customer conference Sapphire 2009 today outlining the clarity idea.
Previous ads for SAP have featured customer testimonials. Though the creative approach has changed, "The best-run businesses run SAP" tagline remains.
The campaign comes after SAP's net income for 2008 fell 2 percent. The decrease was largely the result of a late-year crash in the global economy. "It could have been the best year in SAP's history . . . but since September we have been talking about a new reality in the world's economy," Apotheker said in conference call with the press.