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(April 24, 2001) -- Oracle Corp. today kicked off an ad and marketing campaign to support a new customer relationship management program.

The Global Customer Relationship Management in 90 Days program is designed to help companies run direct marketing programs more efficiently by standardizing and automating key business functions. The campaign for the e-business software provider's latest initiative is handled by Grey Global Group's Grey Worldwide, San Francisco, and broke today in the Financial Times. Ads feature the headline "Start today and have global CRM in 90 days." The ads introduce two taglines, "Time is money" and "Sell more."

In addition to the Financial Times, Oracle's media plan includes The Wall Street Journal, Business Week, The Economist, Fortune, Forbes and The New York Times.

Oracle spends an estimated $100 million on advertising and marketing globally. Spending on the latest ad effort is not known.

Oracle says the program constitutes an effort to address companies' concerns about marketing costs in a slowing economy by offering software solutions that help streamline marketing processes to get a better return on investment. Oracle executives said companies typically use software from multiple vendors that requires integration expertise. The new CRM in program offers marketers software that's already integrated out-of-the-box so they can be up and running in 90 days or less. -- Tobi Elkin

Copyright April 2001, Crain Communications Inc.

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