White also hopes that this approach will be a differentiator for SAP in the space, especially when it comes to digital ad campaigns or major event activations bearing the new logo and brand platform.
She added that when it comes to brand advertising, she focuses on a range of performance metrics every quarter based on preference change, awareness change and belief in the brand.
To introduce this new era, the business worked with a number of agencies, including BBDO on brand strategy and creativity, Hall & Partners for brand platform quantatative research, Sarankco on the new visual identity and operating system, and WideOpen on qualitative research.
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