Case Study: Directing Marketing, SAP, and Six-Legged Creatures
When asked about the projects I’m most proud of, there´s one I remember with special affection due to its greatness, in terms of its difficulty, competitiveness, and reward. Working for a marketing agency in Madrid, we contested with several major agencies to get the Direct Marketing account for the multinational SAP. Not only was this a big account (over a million dollars), the target audience was a select group of CEOs with high-level incomes – the crème de la crème . The objective was to communicate the benefits of using mySAP SCM in all of a company’s organizational processes. For this project, there were two big challenges. One was the fact that what SAP offers is hard to intuitively explain to most people. But an even greater challenge was the budget. When it comes to people who have money, it costs money just to reach them, and I had a whopping 10 US dollars in budget per audience member. Not enough to buy my way in on its own, but as usual, creativity was my best ally. My ...