11.5% Experiential marketing
Jonathan Becher, CMO at software company SAP, also said TV remains important to his company's overall marketing mix. “We buy a fair amount of TV to reach our target audience, particularly for sports,” he said. SAP will launch new TV spots in its “Run Like Never Before” campaign, created by Ogilvy & Mather New York, during broadcasts of NFL games in the fourth quarter. Dow Chemical Co. is another b-to-b marketer that buys TV. “TV is absolutely an important vehicle, and it will always remain so,” said Mike Kolleth, director-corporate brand and advertising at Dow. “A lot of creative is highly visual, so TV is still in many ways the best way for us to showcase our products and solutions.” During the London 2012 Summer Olympics, Dow debuted a TV spot called “Olympic Hopeful” that showed how Dow provided sustainable solutions to the games. The ad was part of Dow's “Solutionism” campaign, rolled out earlier this year. “We needed a different kind of ad for the Olympics, with an appropriate focus for a sports application,” Kolleth said. The “Solutionism” campaign will run throughout the fourth quarter.