![\"\"](\"https:\/\/www.europesays.com\/germany\/wp-content\/uploads\/2026\/08\/SAPGROW_KeyVisual_0004_5.jpg\")
<\/p>\nFor leaders of growing mid-sized companies, ambition is a given. What\u2019s not is having technology that can keep up with where the business is trying to go.<\/p>\n
These companies are competing with larger players with deeper resources, scaling quickly, and need to make technology decisions with little room for error. Their current systems may be reaching a breaking point, but replacing them can feel like a slow, expensive disruption they cannot afford. And many assume SAP is built only for global giants.<\/p>\n
That tension sits at the center of SAP\u2019s new GROW campaign, created in collaboration with BBDO New York, which turns the potential of growth into a series of visual metaphors: one workspace stretches and reconfigures while another instantly adds to its workforce as each business expands.<\/p>\n
Directed by Rupert Sanders, the work dramatizes the pressure and possibility of growth, showing companies gaining flexibility, momentum and sustainable growth through technology. The production uses practical effects, a deliberate choice to keep the story grounded in the real experience and mindset of the audience.<\/p>\n
\u201cRather than starting with cloud ERP capabilities, we started with a feeling every growing business leader understands: the pressure that comes when your business outgrows the way it\u2019s been operating. That human insight became the foundation for the entire campaign because people connect with challenges before they connect with solutions,\u201d said Ada Agrait, Global CMO, SAP.<\/p>\n
While much of the enterprise technology category talks about automating the work, SAP\u2019s GROW campaign focuses on automating growth: helping business leaders scale without fighting against systems that no longer fit.<\/p>\n
GROW is designed specifically for ambitious mid-sized businesses that need AI cloud ERP built to move with them, not slow them down. GROW is SAP\u2019s entry point to cloud ERP, and delivers a complete, AI-enabled platform for finance, supply chain, and HR, with preconfigured industry best practices embedded from day one.<\/p>\n
\u201cGrowing a business takes guts. It always has. Every new stage brings bigger opportunities, bigger decisions, and bigger expectations. That\u2019s the idea behind SAP GROW. For more than 50 years, SAP has helped businesses navigate those moments of change, and today we\u2019re helping the next generation of companies grow with the confidence to keep building what\u2019s next,\u201d said Ray Page, Chief Brand & Creative Officer, SAP.<\/p>\n
For SAP, the story connects to a larger brand strategy around confidence in change. Across its 50+ year history, SAP has helped businesses navigate major technology shifts. GROW applies that idea to fast-growing mid-sized companies, showing that enterprise-grade systems are not just for giants, but for companies with giant ambition.<\/p>\n
The campaign is running on CTV, LinkedIn Social, YouTube and Google Video across North America, Italy, Germany, Japan.<\/p>\n
\u201cWhen we walked onto set and saw the level of craft that went into this project, into building what\u2019s probably the tiniest office in the world, and combined that with the human craft that developed the technology we were communicating, that\u2019s when it all came together for us. Human ingenuity on both sides,\u201d said Kleber Menzes, SVP Group Creative Director, BBDO New York<\/p>\n
<\/p>\n
Brand: SAP\u00a0
Ada Agrait, Global Chief Marketing Officer
Ray Page, Chief Brand & Creative Officer
Erica Clark-Mitchell, VP, Global Marketing
Patrick Wilson, Creative Director
Jason Meagher, Creative Director
Philip Smeed, Global Head of Brand Activation
Robert Ferguson, Senior Director, Corporate Brand Strategy + Messaging
Blair Jaffe, Senior Director, Global Marketing
Jake Krasnow, Senior Director, Global Marketing
Annabella Bracco, Manager, Global Marketing
Kevin Cherry, Manager, Global Marketing
Carol Feng, Senior Visual Designer
Lizz Bogaard, Copywriter<\/p>\n
Agency: BBDO New York\u00a0
Scott Bell, Chief Creative Officer \u2013 North America
Michael Aimette, Chief Creative Officer \u2013 New York
Corey Rakowsky, SVP, Group Creative Director
Kleber Menezes, SVP, Group Creative Director
Marina Gokman, Creative Director
Steven Schroth, Associate Creative Director
Oliver Gibson, Group Strategy Director
Freya Dumasia, Strategy Director
Maureen Cornely, Communications Strategy Director
Katie Bartasevich, SVP, Group Account Director\u00a0
Lucie Kittel, VP, Business Director
Justine Dacanay, Business Director
Michael Gonzalez, Senior Project Manager
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Omnicom Production
Becky Burkhard, Executive Producer
Ted McEnaney, Executive Producer
Ava Swarup, Associate Producer
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Production Company: Morton Jankel Zander, Inc. (MJZ)
Director: Rupert Sanders
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Production Service Company: Unit + Sofa
VFX Company: Blacksmith
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Editorial Company: Work Editorial<\/p>\n
Sound Design Company: Wave Studios<\/p>\n
Audio Post Company: Sound Lounge<\/p>\n
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