Agency: Havas
Client: ADP
Date: Mar 2019
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ADP, a global technology company providing human capital management (HCM) solutions, brings a profound understanding of the changing world of work the launch of its first-ever 360-degree brand campaign, 'What Are You #WorkingFor?'. The key insight underscoring the integrated campaign is that work is about more than what you do — it’s about achieving something greater for one’s self and others.

For 70 years, ADP has reimagined the workplace by designing products, premium services and experiences that touch millions of people’s lives daily. ADP was the first to deliver automation in the HCM space, first in the cloud, first to provide a mobile HCM app and first to create an HCM marketplace. This legacy of innovation and insight into the design of the employee experience inspired ADP’s new brand platform, 'Always Designing for People.' Representing ADP’s new tagline, the brand platform is an expression of what ADP stands for and reinforces its relentless determination to rethink a better, more personalized world at work so everyone can achieve their full potential.

The campaign includes print and out-of-home (OOH) advertising that shares the brand’s new manifesto with iconic locations at New York City’s Oculus and Penn Station as well as San Francisco’s Montgomery Station and the CalTrain. The television campaign launching March 25 will feature ADP clients, including Airtech Automotive, Canyon Ranch, Huffy Bicycles, La Palapa, L’Occitane en Provence, Magnolia Bakery, Nylon Studios, Party City, Gilt Groupe, and McIlhenny Company, maker of Tabasco Brand Products. They will share stories about the world of work through the eyes of their employees, highlighting different motivations and passions. All content will be housed on the brand’s new microsite, with distinctive 'What Are You #WorkingFor?' stories to fuel the campaign across online video, social media, print and OOH assets.

To elevate the launch and prompt a global conversation about what drives people in the workforce, ADP will introduce the new brand platform to current clients, prospects and partners at South by Southwest 2019. ADP’s presence onsite includes the exclusive sponsorship of the Future Workplace track and a “Breaking Barriers” activation in partnership with Wired Magazine, where attendees will have the chance to metaphorically break down workplace barriers such as the glass ceiling, outdated technology and more.


Agency: Havas

Brand: ADP