Sage: How Sage turned accountancy software from business-to-business to human-to-human

Sage, a software brand, launched a creative platform, Voice of Business, as part of its full global rebrand to drive relevance with modern businesses, and improve brand perception and consideration.

Executive summary

Accounting software isn't the category on everyone's lips when it comes to award season, but the least interesting industries often have the best stories.

And so it goes with Sage.

Sage invented the accounting software category in 1981 and have now grown to serve accountants, financial leaders, HR, small businesses all looking to get a wrangle on their finances and bookkeeping.

Unfortunately, over time, Sage's new product acquisitions made them fragmented and a focus on demand-generating communications made them feel legacy; they were seen as a brand that didn't connect with the real needs of modern businesses.

What's...

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