STAY AHEAD OF THE HEADLINES

Project


Client

SAP


Concept Development, Creative Direction, Props Development, XCM Planning.

Role


Market

North America


Agency

BBDO, NY | 2025



6 weeks of news.
15 unique executions.
No sweat if you have SAP.


Today’s news cycle is a relentless churn of events with the potential to trigger serious consequences for businesses. From geopolitics to viral trends and regulatory changes, this constant state of uncertainty should be enough to keep any business leader worried about what lies just around the corner. Unless they’re running SAP.

We developed a fictional CEO who reacted a little too smug to real events that affect businesses in real time. Each week he delivered hand picked news stories that would inevitably impact our C-Suite audience, demonstrating that CEO’s who ran SAP should be worrying about the big issues affecting business - like the seating chart at the holiday party.

Nov. 29, 2024

Nov. 29, 2024

Dec.27, 2024

Dec.27, 2024

Dec. 06, 2024

Dec. 06, 2024

Dec. 23, 2024

Dec. 23, 2024

Dec. 13, 2024

Dec. 13, 2024

Dec. 20, 2024

Dec. 20, 2024


+3.3%

ad recall.
Small number. Big signal. The kind of impact you don’t scroll past.



50%

more likely to ask the internet about SAP. Job well done.



94%

stayed till the end.
That’s rare air.


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