OgilvyOne and ADP, Inc.

In the beginning. . .

Fiscal Year 1995

FY’95: The Leadership Campaign Highlights In FY’95, ADP launched the “Leadership” campaign with the objective of increasing awareness of the ADP brand name among payroll service prospects and to raise consideration when they were thinking about selecting a particular service, such as payroll. The new advertising accomplished this by identifying key business issues among prospects and providing ADP solutions that corresponded to them.

FY’95: The Leadership Campaign Creative Review – “It Pays to Hire Us” Vinnie’s Pizza & Payroll Capitol Ad Corset Ad Duplication 9 out of 10

FY’97: The Faces Campaign Creative – “It Pays to Hire Us” Vinnie’s Pizza and Payroll

FY’97: The Faces Campaign Creative – “It Pays to Hire Us” Capitol

FY’97: The Faces Campaign Creative – “It Pays to Hire Us” Corset

FY’97: The Faces Campaign Creative – “It Pays to Hire Us” Duplication

FY’97: The Faces Campaign Creative – “It Pays to Hire Us” 9 out of 10

Fiscal Year 1996

FY’96: Maintenance and Transition Highlights FY’96 strategy focused on sustaining ADP’s visibility in order to continue to build relationships with key target audiences: Primary: Heartland and Accountants (Influencers) Secondary: Major & National Accounts Majority of FY’96 saw rotation of existing creative in Trade and Business Journals In latter part of FY’96, ADP began to address the larger HRMS proposition for the brand

FY’96: Maintenance and Transition Creative Review Escher

Fiscal Year 1997

FY’97: The Faces Campaign Highlights ADP’s Employer Services business structure is now fully aligned into distinct operating divisions (Emerging Business Services; Major Accounts; National Accounts; Electronic Services Division) that as a whole deliver comprehensive business solutions. As such, communications must now address the larger brand proposition that ADP has to offer as a premier provider of outsourced solutions. In FY’97, the communications focus shifted to support this, and 5 print executions resulted to launch a new ad campaign.

FY’97: The Faces Campaign Creative – “Focus On What Matters” Umbrella CSS HRizon

FY’97: The Faces Campaign Creative – “Focus On What Matters” HR Perspective Payroll Enhanced

FY’97: The Faces Campaign Creative – “Focus On What Matters” Accountants

Market Research Spring 1994: In FY’94, focus groups were conducted with <100 companies to identify key issues facing small business AND to explore the group’s understanding of ADP services In FY’94 as well, additional groups were conducted to test creative... The Leadership Campaign was born for FY’95

Market Research Spring 1996: In FY’96, with the shift in focus to target >250 businesses, groups were conducted to determine marketplace awareness of ADP’s HRMS capability In FY’96 as well, additional groups were conducted to test creative . . .The Faces Campaign was born for FY’97

Market Research In FY’97, groups were conducted to determine <100 business receptivity to ADP’s offering of ESD products Detailed findings and video tapes are available for all of the market research conducted

Brand Stewardship Initiative

FY’97: Brand Stewardship As we move into the future, the challenge is for ADP to develop a communications platform that will enable the individual business units to contribute meaningfully to the overall brand proposition. In order to explore what the larger brand equity truly is, we must first: Understand which elements of the current brand equity ADP finds value in preserving over time; Identify new equities that should be built into the brand

Benefits of a Strong Brand for ADP Sets the stage for expanded relationship with current customers. Increases receptivity to ADP products among new customers. Creates foundation for more stable share and sales. Fosters great loyalty and resistance to competitive activity.

Key Areas to be Probed + Rational Emotional Reasons for Brand selection Strengths/Weaknesses of ADP Strengths/Weaknesses of competitors Elasticity of ADP Brand Image of ADP Image of competitors Emotional factors in relationship with ADP Emotional significance of ADP products Triggers/Symbols of Brand Self-Image relative to ADP

BrandPrint Implementation Provides a guide with which the Agency and ADP can develop and assess all marketing communications programs Helps provide consistency of communication over time Provides a reference point for any action taken by or on behalf of the Brand Provides strategic direction on how to evolve the Brand

FY’98: Brand Stewardship ADP has embarked on the first stage of this exploratory via the Agency’s Brand Audit Research.