The "Boss It" campaign was developed by the Sage Global Marketing Team in collaboration with Wunderman Thompson for the UK region, and then adapted/implemented in the North American market by the North American Field Marketing Team that I was the principal designer for. This meant that we could make strategic changes to better fit our market needs as long as we stayed within the campaign's creative guidelines. Our team decided that the "Boss It" tagline was too vague so we changed it to "Boss Your Business." The UK campaign also did not account for North America's target market of accountants, so an additional tagline of "Boss Your Practice" was added, as well as selecting new persona photographs for those ads. I made these changes across deliverables provided by the agency, and also designed additional pieces to fit into our marketing plan as needed.