奥美-OgilvyOne and ADP, Inc.ppt

In the beginning. . . Fiscal Year 1995 FY’95: The Leadership Campaign Highlights In FY’95, ADP launched the “Leadership” campaign with the objective of increasing awareness of the ADP brand name among payroll service prospects and to raise consideration when they were thinking about selecting a particular service, such as payroll. The new advertising accomplished this by identifying key business issues among prospects and providing ADP solutions that corresponded to them. FY’95: The Leadership Campaign Creative Review – “It Pays to Hire Us” Vinnie’s Pizza Payroll Capitol Ad Corset Ad Duplication 9 out of 10 FY’97: The Faces Campaign Creative – “It Pays to Hire Us” FY’97: The Faces Campaign Creative – “It Pays to Hire Us” FY’97: The Faces Campaign Creative – “It Pays to Hire Us” FY’97: The Faces Campaign Creative – “It Pays to Hire Us” FY’97: The Faces Campaign Creative – “It Pays to Hire Us” Fiscal Year 1996 FY’96: Maintenance and Transition Highlights FY’96 strategy focused on sustaining ADP’s visibility in order to continue to build relationships with key target audiences: Primary: Heartland and Accountants (Influencers) Secondary: Major National Accounts Majority of FY’96 saw rotation of existing creative in Trade and Business Journals In latter part of FY’96, ADP began to address the larger HRMS proposition for the brand FY’96: Maintenance and Transition Fiscal Year 1997 FY’97: The Faces Campaign Highlights ADP’s Employer Services business structure is now fully aligned into distinct operating divisions (Emerging Business Services; Major Accounts; National Accounts; Electronic Services Division) that as a whole deliver comprehensive business solutions. As such, communications must now address the larger brand proposition that ADP has to offer as a premier provider of outsourced solutions. In FY’97, the communications focus shifted to support this, and 5 print executions resulted to launch a new ad campaign. FY’97: The Faces Campaign Creative