Sage unveils first global ads by VCCP for brand refresh

Sage SkaterAccounting, financial, HR and payroll software giant Sage is launching its first global marketing campaign following a brand refresh in April, in a move designed to reflect the changing needs of its small business customers worldwide.

The activity, devised by VCCP London, focuses on real life customers and the confidence and control that Sage software can deliver through simplicity and insight with a human touch to help business flow.

Launching with two 30″ films featuring Sage customers Equestrian Rose chief executive Laura Rose and Crow Wood Leisure head of finance Joanne Halsall, customer stories are elevated through character animation, set within a black and white world.

The customer voices are connected using the Sage green flow – a representation of how the Sage experience lifts customers to the next level of their business journey.

Laura Rose said: “For me, putting us – their customers – front and centre in a national campaign shows just how much Sage believes in SMBs. They understand how we love to talk about our business and hear from each other about the joy and hard work tied up in them. It’s motivating and reassuring in equal measure and it’s nice that Sage gets that.”

To coincide with the new campaign, Sage is also launching Sage Membership, giving customers and partners’ automatic access to exclusive benefits such as expert human advice, learning and community.

This includes access to Member Masterclass, which offers exclusive talks and articles from the world’s leading experts on the challenges that are most important for businesses today, created exclusively for Sage customers and partners and available for a limited time to everyone.

Season one is aimed at giving advice on how to find and keep great people, featuring Michael Acton Smith, co-founder of Calm, Khalilah Olokunola, VP of HR at TRU Colors Brewery, and Charlie Gladstone, entrepreneur and co-founder of Do.

Sage worked with VCCP London to create the campaign, and SomeOne to oversee the brand and strategic development, alongside Interim EVP brand marketing for Sage Susie Moore.

This is the first campaign VCCP, with its global content studio Girl&Bear and product and service innovation company Bernadette, has produced for Sage. SomeOne will lead the roll-out of the refreshed brand and will continue to oversee its implementation.

TV ads will be supported by an out of home (OOH) campaign as well as digital and social. A digital activation of the Sage flow throughout the new Elizabeth Line tube stations is also designed to bring the campaign to life.

It will run across multiple markets including the UK, US, Canada, South Africa, France, Spain and Germany. Media has been planned and executed by Neo Media World.

The refreshed Sage brand, created by Wolff Olins in conjunction with Homebrew, debuts a modern look and feel across the company’s main touchpoints. Seed Animation Studio designed, directed and animated the moving image content for TV and online.

Sage chief marketing officer Cath Keers said: “It’s tough being in business right now. Our refreshed brand is about how we show up for customers globally – removing complexity, delivering insights and building human connections for them, for our colleagues and within society. We’ve been a trusted brand for SMBs since Sage was a start-up 40 years ago, but the way we support them has changed and the refresh will enable us to reflect that consistently across all our markets.”

VCCP London executive creative director Mark Orbine added: “Sage represents all the proud, gritty and determined business owners in the world. From those businesses founded from side hustles and kitchen table start-ups all the way up to those more mature and established businesses, the brand refresh is all about putting those customers at the very heart of Sage as they continue to challenge the business world every day.”

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