The Inside Track
SAPSAP has a lot to say. As one of the world’s largest software companies, with over 100,000 employees around the world, keeping everyone informed can be a challenge. Important information is often lost among the huge quantity of news being shared through multiple internal channels.
We wanted to create a new way for this news to be shared, something that would cut through the noise and speak to SAP’s audience less as a tech company speaking to other tech companies, but more as a group of experts sharing their knowledge with colleagues.
We developed The Inside Track — a quarterly, design-led magazine — as a solution. The magazine emulates consumer titles like The Economist and FastCo, using a mix of illustration, infographics, long-form articles and updates in brief to make the most relevant information easy-to-digest for sales teams and Partners across Europe, Middle East and Africa. The magazine aggregates content from a variety of SAP sources into one, giving time-poor Sales Partners a single, all-in-one update.
Once a year, we invite a new illustrator to bring their unique style to the magazine. Previous artists include Stephanie F Scholz, Timo Meyer and Lydia Hill, each helping to bring the content to life.
In addition to the magazine itself, The Inside Track is shared digitally, and content is re-purposed for use across SAP’s digital and social channels, using a mix of static, motion-based and audio content to maintain interest. It has proven to be hugely successful in keeping people informed and has been running for over a decade.
Paula WarmerCommunications Director – SAP“The team at A Studio of Our Own have brought a real focus to creating the kind of update that our Partners would want to read, making it look and feel like a publication that would sit comfortably next to The Economist or Wired. Under the team's creative direction, the newsletter has become a huge asset to us and a must-read among our Partners, helping us to keep them informed on the latest happenings at SAP.”
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