CLIENT
SAP
Alison Biggan, President, Global Marketing
Alicia Tillman, CMO
Michael Shubra, SVP, Global Brand Management, Advertising and Integrated Media
AGENCY
Brit Browning, SVP, Group Planning Director
Jesse Schwartz, Account Manager
Damon Garrett, Associate Planning Director
Marina Gokman, Art Director
Steven Schroth, Copywriter
Greg Ketchum, EVP, Executive Creative Director
Tom Godici, EVP, Executive Creative Director
Corey Rakowsky, Creative Director
Kleber Menezes, Creative Director
Gerhard Remlein, Managing Director, Executive Client Lead
Sascha Uzzell, EVP, Senior Director
Kristen Roche, SVP, Account Director
PHD
Asli Hamamci, SVP Global Client Business Lead
eg+ Worldwide
Donna Mendietta, Project Producer
SUMMARY
After acquiring Qualtrics in late 2018, SAP used the Wall Street Journal to publish an Open Letter to readers explaining their vision for “Experience Management”.In one of the most traditional media channels, SAP chose not to explain the technology but demonstrate what it could do.In just one activity, Wall Street analysts saw beyond the financials of the deal, bought into SAP’s new vision, and raised their long-term outlook for SAP as a business and what it now had the potential to do for its 400,000+ customers.
