From 1995 to 2006 I conceived, designed and produced over 300 direct marketing campaigns and event branding for some of the world’s biggest technology companies
“Over the ten years that Glenn has worked with Kanji it is no exaggeration
to say that he has conceived over 300 marketing projects
for high-tech companies such as PeopleSoft, Hewlett-Packard, SAP and Oracle.
In doing so he has shown that his strength is not only his ability to assimilate and understand
sometimes complex value propositions, but to simplify and present them
in such a way as to make them compelling to the target audience.
“His consistency of creativity is remarkable”
His consistency of creativity is remarkable. But, at the same time, he is wholly pragmatic
about the need to work within a client’s specifications and deliver measurable business results.
He can operate equally well both at the strategic and practical level and understands
intuitively the priorities and requirements to make marketing campaigns a success.”
Chris Jones – Senior Partner – Kanji
Two multi-component content marketing campaigns
for a world-leading software brand PeopleSoft
The Leaders in Human Resources Programme
This project is an early and exceptional example of content marketing.
It was implemented by PeopleSoft a world-leading human resource technology company.
The entire programme was named, branded and executed by Brandgarden.
This extract from the brochure copy explains:
“HR professionals like you need to be at the cutting edge of the latest trends and practices.
It’s particularly important in these times of constant, rapid change, when a company’s human capital
is its most valuable asset and intrinsically linked to its success.
The PeopleSoft Human Resources Leadership Programme has been designed
to provide access to incisive thinking from the world’s most renowned HR experts,
ideas which will ensure that you are at the forefront of HR practice.”
A series of recruitment mailings directed individuals to the site to sign up for the programme
to receive regular papers and articles, access to the leadership.org website to download white papers,
opinion pieces, research reports and other relevant information, including invitations to conferences,
lectures and presentations of note. The website was also used
to implement research across a range of subjects including:
Human Capital Management and Customer Relationship Management.
Plus Performance Measurement on which the programme scored impressively.
The Customer Advantage Programme
In parallel with the HR Leadership Programme PeopleSoft also launched
its Customer Advantage Programme. It is a tiered programme of content aimed at different audiences:
customers and prospects, general and sector-specific.
Its purpose was to help existing customers gain the maximum business advantage
and return on investment from their PeopleSoft solutions by keeping them up to date
with the latest developments and thinking.
To deliver the maximum value the Customer Advantage Programme is split into three inter-linked components:
The Strategy Series, for senior managers and directors, reviews real-life business issues
and how PeopleSoft’s solutions can be used to address them.
The Tactical Series, for operational staff, examines PeopleSoft’s solutions in more depth,
discussing how they work on an operational basis. Finally there are application overviews,
for managers and project teams, which examine the way Peoplesoft applications
support business process in more depth.
Topics covered include:
• Global Payroll • The integrated Enterprise • e-Procurement • Enterprise Performance• Management • eEquity
Brandgarden produced the imagery and all the marketing collateral across a large number of mailings.
Many campaigns were for Hewlett-Packard
or HP led strategic alliances
A rapid direct mail push for a high-tech breakthrough
Real breakthroughs in Unix computing don’t happen that often,
which is why these P5 systems were such a big deal.
The results of a large scale, three-year research and development effort by IBM,
proved that the P5 eServer systems shattered all previous industry benchmarks.
This spectacular performance prompted SCC, who are Europe’s largest
independent technology solutions provider, to plan a pre-emptive strike to grab market share.
Their brief was to produce and deploy a lead generation campaign in double-quick time
to secure a target number of demonstrations.
Unusually, the P5 proposition was technical; find out how micro-partitioning
enables multiple applications and operating systems to run on a single processor
to deliver unprecedented power.
The offer of a free demonstration was targeted IT directors.
The objective of doing this was to turn them into evangelists within their own companies
by providing them with the means to present the case for P5 to their board
Campaigns for PSL, Cognizant, Morse,
Microsoft, SAP and many others