HAWKING SOFTWARE FOR FRUGAL TIMES

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May 18, 2001

By Tobi Elkin

NEW YORK (AdAge.com) -- While corporate spending on information technology has stalled, and the tech sector meltdown shows no signs of reversing itself, CrossWorlds Software remains on track to launch

Crossworlds makes ad of Caterpillar supply process.
its first global brand campaign the week of May 21.

The $3 million to $6 million campaign for CrossWorlds, the Burlingame, Calif.-based provider of software that streamlines and integrates business processes, includes print, online and direct marketing elements.

The effort was created by True North Communications' Bozell Silicon Valley, San Mateo, Calif., and introduces the tagline "Integration is more than just connections" to suggest that CrossWorlds' business integration software can knit together a company's systems that may come from a variety of vendors.

Reaching the IT executive
CrossWorlds is hoping to reach chief technology and information officers. The software provider believes its product is more important than ever as companies struggle to tighten budgets in a slowing economy and attempt to streamline business systems following mergers and consolidations.

For example, one ad touting CrossWorlds' relationship with Caterpillar, the manufacturer of construction and mining equipment, takes customers through the entire supply process from start to finish. The copy is a clever takeoff on the children's tale "The House that Jack Built": "This is the Foreman that placed the Order, That went through the Dealer, That notified Contracts, That alerted Manufacturing, That checked with Accounting, That contacted Shipping, That sent the Delivery, That sealed the Process, That lives in the Integration Software, That we Built."

Greg Jorgenson, vice president of worldwide marketing, spearheaded the campaign. Mr. Jorgenson had been a brand marketing head at Oracle Corp., where he helped conceive that company's "Software Powers the Internet" positioning.

Print ads and Web sponsorships
Three executions focus on the manufacturing, financial services and gaming sectors and CrossWorlds' partners. The ads will run in InfoWeek, CIO, BusinessWeek's e-business section, Line56 and Information Week.

CrossWorlds' online presence takes the form of sponsorships within Forbes.com, BusinessWeek.com and the ZDNet IT Resource Center, among others. The company has also launched global Web seminars it dubs "Webinars." The campaign hits the U.K., Germany and France in June.

Copyright May 2001, Crain Communications Inc.

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