Merging Global Giants

Siebel Clear Day Ad 02

Siebel Clear Day Ad 01

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.



About Nate Marks

We live and work in a world of visual images.
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