As I headed down from United C gate to B gate baggage claim at O’Hare airport upon returning to Chicago earlier this week, something jumped out at me on the giant airport advertising jumbotron above the escalator. No, it was not another boring Accenture advertisement with elephants or washed up tigers – you know the kind.
Rather, it was something radically different. It was, well, an advertising campaign that FINALLY elevates procurement and supplier management.
The gist of the campaign is that organizations don’t necessarily know whom they’re doing business with. The advertisements cycle through pictures with a shadowy figure that appears to have 2 sides or another looking downright dodgy, replete with captions such as:
“Your third-parties. Do you know who you’re doing business with?”
“Do you know who you’re doing business with?”
The tagline is: anti-bribery, anti-corruption at hiperos.com.
What’s missing here?
There’s no mention of procurement. There’s no mention of supplier management. Or third-party management as Hiperos calls it. Rather, it’s elevating the entire notion to a bigger concept – we simply don’t know who we work with anymore.
They could be criminals. They could be con men. Or they simply could run afoul of a myriad of regulations – maybe without even knowing it.
Kudos to Hiperos (and Opus Global) for a truly great marketing campaign that elevates what all of us do.
It’s about time.