CFO New York Forum Ad

Contractual Obligations

the BRIEF

The Private Funds CFO Network held in New York connects the most influential finance and operations decision-makers in private markets. Through networking and content, attendees learn how peers stay prepared for future innovations, trends, regulations, and market conditions.

the CHALLENGE

The Private Funds CFO New York Forum creates a special edition magazine with articles on important issues affecting the CFO and COO communities. A full-page ad was needed to showcase the contract obligation and compliance automation built into Ontra’s Insight to manage obligations over the fund life. The repercussions of poor obligation management are not abstract. A recent study estimates leakage due to unfulfilled obligations at 2% in large enterprises. For an enterprise with $2 billion in annual spend, that adds up to $40 million a year.

Colors

C=19 M=100 Y=100 K=10
R=184 G=22 B=28
C=19 M=100 Y=100 K=10
R=184 G=22 B=28
C=19 M=100 Y=100 K=10
R=184 G=22 B=28
C=19 M=100 Y=100 K=10
R=184 G=22 B=28

Fonts

the SOLUTION

This ad represents the obligation management statistic and visually uses a ship that has run aground and is unable to return to the water, an expression used to refer to a difficult situation without assistance. Carefully selected imagery and image manipulation were used to highlight the final concept of the high cost of leakage due to unfulfilled obligations.

Final Magazine Ad

Tools ─

Creative ─

CFO New York Forum Ad

Creative Direction, Design