Following a strategic marketing review process,Anderson Baillie developed a new branding campaignfor Bull’s Consulting and Systems Integration division.
Underlining Bull’s IT professional services expertise
The branding exercise re-focused Bull’s unchallenged experience in the enterprise applications arena, underlining their IT professional services expertise covering front to back office applications; Enterprise Resource Planning (ERP) to Customer Relationship Management (CRM).
Depict breadth and depthof experience
Naturalistic imagery was used to depict breadth and depth of experience and calming landscape scenes to evoke peace of mind. The imagery and associated messaging was used to provide contrast to the many emerging e-business consultancies who use aggression and noise in their communications to support their CRM and new media claims.
Successful instimulating internal acceptance of Bull’s consulting and implementation successstories
The Breadth and Depth campaign was also successful instimulating internal acceptance of Bull’s consulting andimplementation success stories (Because of Bull - “BOB”),then communicating these case studies externally to newprospect audiences.
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Anderson Baillie continued its supplier relationship with SAP and its partners and in consecutive years from 1994 through to 1998 ran CIM integrated marketing programmes to support SAP and partner’s attendance at the exhibition. |
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Following SAP’s phenomenal success in many business sectors, Anderson Baillie were commissioned to launch the enterprise business application software R3 into the retail sector. |