“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.