Situation: Outsourcing has never been a very exciting subject, at least not without some ‘added spice.’ But Sierra Atlantic thrived as a major outsourcer for tools and applications often relating to Salesforce, SAP and Oracle environments.

Strategy: Realizing that taking Sierra to the market straight-up would be challenging, we approached the media in a more creative fashion. We found ways to link them to big story ideas that even the top business publications would find enticing.

Results: We began by translating Sierra into stories about workforce and cultural issues between ‘Bangalore and Buffalo.’ We then continued with a series of creative approaches, such as positioning Sierra Atlantic as a linchpin in the “New Oracle Economy.” We represented Sierra for over a decade, until its acquisition by Hitachi.