ADP, a leading global technology company providing human capital management (HCM) solutions, brings a profound understanding of the changing world of work to 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 cutting-edge products, premium services and exceptional 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,” also unveiled today. 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.
“Our new brand platform marks the next great milestone in the company’s evolution,” said Carlos Rodriguez, president and chief executive officer of ADP. “ADP has constantly proven its ability to anticipate change for its clients and position itself as a leader through technological advancements that eliminate barriers and simplify complexities for workers.”
“In the year leading up to our 70th anniversary, we took the opportunity to self-reflect and ask ourselves, ‘What are we working for?’ The clear, underlying truth is that we are always designing for people. We reimagine the world of work by designing products, services, and experiences that people love to use every day. This became the key focus for our rebrand and creative campaign,” said Lorraine Barber-Miller, senior vice president and chief marketing officer of ADP. “Throughout this process, we realized it is also our responsibility to ask the same question of our people, our clients and workers around the world - to provoke a new conversation about work and what drives people.”
The campaign includes impactful print and out-of-home (OOH) advertising that share 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 introduced the new brand platform to current clients, prospects and partners at South by Southwest 2019. ADP’s presence onsite included the exclusive sponsorship of the Future Workplace track and a “Breaking Barriers” activation in partnership with WIRED® Magazine, where attendees had the chance to metaphorically break down workplace barriers such as the glass ceiling, outdated technology and more. Additional ADP thought leaders were onsite at the JW Marriott in ADP’s lounge, The Commons, hosting fireside chats to discuss workforce insightson the gig economy, employee engagement, and the impact of data on the modern workplace.