REWRITING THE FUTURE OF EXPENSE MANAGEMENT</p> — Stefan Mumaw

THE EXPOSITION

SAP Concur needed more than a campaign — they needed a future-defining narrative. My favorite kind. It meant I could lead both the strategic and creative direction, helping them articulate where the category was headed and define a vision that could unify product, engineering, and marketing… then build the kind of creative that makes the outside world feel it, too.

THE INCITING INCIDENT

Getting there required a multi-layered approach to strategy. We needed to hear from leadership what they believed mattered most and match that against what the industry was actually signaling. Through interviews, research, workshops, and a bit of future-casting, we surfaced the value SAP Concur delivers that competitors simply can’t.

That led to a clear, human insight: the next era of travel and expense is one where much of the work manages itself.

THE BIG IDEA

From that vision statement, I developed the narrative that repositions SAP Concur as the company rewriting the future of connected travel and expense. I authored the vision statement, built the technology map and long-view technology arc, and shaped a story that bridged today’s capabilities with tomorrow’s intelligent, automated ecosystem.

This narrative became the platform for everything: broadcast, radio, digital, experiential, and internal alignment.

TECHNOLOGY MAP & TECHNOLOGY ARC

I future-casted a Technology Map as a circular graph, mapping current and future technologies that would one day intersect with the SAP Concur platform. Then I visualized that map in a linear format, called a Technology Arc, to demonstrate the impending technology impact to the SAP Concur platform over the next 10 years and beyond.

THE CULMINATION

I led the ideation sessions, guided the team’s thinking, and shaped the strongest concepts into a cohesive, future-facing story. I wrote the scripts for every broadcast and radio spot, directed the visual approach, and ensured the narrative stayed sharp and consistent across every channel we touched.

VISION VIDEO

:15 SOCIAL ADS

:06 SOCIAL CUTDOWNS

:30 STREAMING RADIO ADS

THE RESOLUTION