OgilvyOne and ADP, Inc

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1、OgilvyOneandADP,Inc.Inthebeginning...FiscalYear1995FY’95:TheLeadershipCampaignHighlightsInFY’95,ADPlaunchedthe“Leadership”campaignwiththeobjectiveofincreasingawarenessoftheADPbrandnameamongpayrollserviceprospectsandtoraiseconsiderationwhentheywerethinkingaboutselectingaparticul

2、arservice,suchaspayroll.ThenewadvertisingaccomplishedthisbyidentifyingkeybusinessissuesamongprospectsandprovidingADPsolutionsthatcorrespondedtothem.FY’95:TheLeadershipCampaignCreativeReview–“ItPaystoHireUs”Vinnie’sPizza&PayrollCapitolAdCorsetAdDuplication9outof10FY’97:TheFacesC

3、ampaignCreative–“ItPaystoHireUs”Vinnie’sPizzaandPayrollFY’97:TheFacesCampaignCreative–“ItPaystoHireUs”CapitolFY’97:TheFacesCampaignCreative–“ItPaystoHireUs”CorsetFY’97:TheFacesCampaignCreative–“ItPaystoHireUs”DuplicationFY’97:TheFacesCampaignCreative–“ItPaystoHireUs”9outof10Fis

4、calYear1996FY’96:MaintenanceandTransitionHighlightsFY’96strategyfocusedonsustainingADP’svisibilityinordertocontinuetobuildrelationshipswithkeytargetaudiences:Primary:HeartlandandAccountants(Influencers)Secondary:Major&NationalAccountsMajorityofFY’96sawrotationofexistingcreative

5、inTradeandBusinessJournalsInlatterpartofFY’96,ADPbegantoaddressthelargerHRMSpropositionforthebrandCreativeReviewFY’96:MaintenanceandTransitionEscherFiscalYear1997FY’97:TheFacesCampaignHighlightsADP’sEmployerServicesbusinessstructureisnowfullyalignedintodistinctoperatingdivision

6、s(EmergingBusinessServices;MajorAccounts;NationalAccounts;ElectronicServicesDivision)thatasawholedelivercomprehensivebusinesssolutions.Assuch,communicationsmustnowaddressthelargerbrandpropositionthatADPhastoofferasapremierproviderofoutsourcedsolutions.InFY’97,thecommunicationsf

7、ocusshiftedtosupportthis,and5printexecutionsresultedtolaunchanewadcampaign.FY’97:TheFacesCampaignCreative–“FocusOnWhatMatters”UmbrellaCSSHRizonFY’97:TheFacesCampaignCreative–“FocusOnWhatMatters”HRPerspectivePayrollEnhancedFY’97:TheFacesCampaignCreative–“FocusOnWhatMatters”Accou

8、ntantsMarketResearchSpring1994:InFY’94,focusgroupswere