Barber Miller Lorraine 1ADP is celebrating its seventieth anniversary with a big change. It has embarked on a major rebranding that utilizes a broad range of methods of communicating. And that include one communications medium the payroll services company has not used before.

“We released our first TV commercial,” says chief marketing officer Lorraine Barber-Miller. That is part of another first—ADP’s first 360 campaign in which its message will be delivered via all available communication channels, including television, print, online video and social media.

The  message features and new brand platform, “Always Designing for People” and the 360-degree brand campaign, “What Are You #WorkingFor?” “From a client perspective, it is a different conversation,” Barber-Miller says. “We believe work is about more than getting paid.” The theme developed out of ADP's internal conversations in the year leading up to te anniversary.

Communications feature customers “speaking in an emotional format” about the “motivation and ambitions behind whey they work,” she says. The campaign also features out-of-home advertising, with locations including New York City’s Oculus and Penn Station, along with San Francisco’s Montgomery Station and the CalTrain.  ADP is providing information about the campaign through a microsite.

Bob Scott
Bob Scott has provided information to the tax and accounting community since 1991, first as technology editor of Accounting Today, and from 1997 through 2009 as editor of its sister publication, Accounting Technology. He is known throughout the industry for his depth of knowledge and for his high journalistic standards.  Scott has made frequent appearances as a speaker, moderator and panelist and events serving tax and accounting professionals. He  has a strong background in computer journalism as an editor with two former trade publications, Computer+Software News and MIS Week and spent several years with weekly and daily newspapers in Morris County New Jersey prior to that.  A graduate of Indiana University with a degree in journalism, Bob is a native of Madison, Ind
Last modified on Wednesday, 10 April 2019
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