McCann Breaks Ads for Pandesic

Print Effort Targets Those Conducting Business Over the Internet
SAN FRANCISCO-McCann-Erickson Worldwide last week unveiled its first work for a print campaign introducing new client Pandesic and its namesake interactive product.
The tagline, “How a business does e-business,” was developed to specifically distinguish Pandesic’s technology for doing business over the Internet from the existing catch phrase, “e-commerce.”
“No one else is using the phrase ‘e-business,’ ” said Dave Tutin, executive vice president and executive creative director for McCann-Erickson, San Francisco. “We think this phrase alone will do a lot to get the word out about Pandesic and how it’s different.”
The Sunnyvale, Calif.-based client, a joint venture between Intel and SAP, developed what it calls an “Internet business solution” that allows companies conducting business on the Web to make transactions in “real time.”
“Right now, companies that sell things online are trapped by time,” said Tutin. “A customer places an order for a product through a Web site, but it may take days until all the information is sent to all the right places via manual input. Pandesic’s system eliminates those extra steps and cuts time with one system.”
One print ad, appearing in business and computer magazines such as Wired, explains, “It links everything together-from billing and accounting to inventory and shipping-so anything needed to fulfill an order, happens.”
Each print ad features the address for the company’s Web site ( The site is “a very important element” of the campaign, because “it will attract exactly the type of people Pandesic wants,” Tutin said.
The effort specifically targets “companies and individuals actively doing business on the Internet,” he added.
McCann’s interactive sister company, Thunder House Online Marketing Communications in Boston, developed the Web site. Thunder House won the interactive account earlier this year and recommended McCann’s San Francisco office for the client’s estimated $20 million ad account.