Siebel Systems and Price Waterhouse Coopers (now PWC) had just formed a strategic alliance to market Siebel’s Customer Relationship Management solutions to PWC’s global enterprise clients. The agency was invited to a conference to plan a major Wall Street Journal announcement. Then the argument started. Who’s logo would be bigger? Who’s corporate style would be used?
The agency interceded with a suggestion: Instead of a standard formal announcement, why not use the expensive WSJ pages to highlight the benefits of the alliance to their enterprise clients? Both companies eagerly agreed… and a week later, approved these full-page, full-color WSJ spreads. The day after the first ad appeared, three CEOs of global enterprises called, fully justifying the massive cost of the WSJ campaign.