Using audio to cut through the noise

The corporate
cognition conundrum

Renowned as a global, market-leading provider of integrated accounting, payroll, and payment solutions, Sage currently numbers over 11,000 people across more than 20 countries.

Sage faced a key challenge. The very SMEs that it wanted to help, saw it not as potential advisor, but as ‘corporate’, outdated, and unapproachable – especially compared to its rivals. As such, Sage simply wasn't being factored into the plans of what should have been its ideal audience.

The need to change its brand perception was clear. As was the need for a unique, innovative way of engaging SMBs to make that possible – thereby repositioning the company as the kind of 'human', trusted, expert guide that every start-up wants and needs.