Y&R Awarded Baan’s $10 Mil. Global Account

Young & Rubicam here has been selected by The Baan Company to handle its estimated $10 million global advertising account. The assignment includes creative and media duties.
Y&R is responsible for creating a global branding campaign for the international business management software company, according to agency executives. The effort will commence in early 1998 with print advertising in trade, business and computer publications. The primary target audience is business decision makers at midsized manufacturing companies.
Y&R is first agency of record for the company, which has headquarters in Putten, the Netherlands, and Menlo Park, Calif.
Baan had been talking with several undisclosed West Coast agencies as part of an informal review. Y&R was referred to the company through a client and was selected for the account soon after.
“At the time [of the reference], we were told by Baan that they wanted to move quickly,” said Jay Dean, executive vice president of Y&R, San Francisco. “We were hired [for] our proven global capabilities, brand development experience and industry expertise.”
Dean added that the Y&R network’s experience with clients such as Adobe and Xerox also helped. The agency’s San Francisco office created a digital branding group last year to handle its growing number of high-tech clients.
“We have a great opportunity with this client,” Dean said. “As a brand, they are a clean slate. The world does not yet have an image of Baan, so our challenge is to create one that will be effective in markets around the globe.”
Dean said securing the Baan business represents “a win for the whole Y&R network.” Creative duties will be handled in San Francisco, he said, but several of the agency’s international offices will be tapped to work on global advertising assignments.