Business software company SAP has begun a new international campaign called "Run Like Never Before." The campaign, developed by Ogilvy & Mather of New York, coincides with the company's 40th anniversary and focuses on its recent advances in in-memory computing, cloud computing, mobile technology and analytics. The consumer-style campaign was shot in China, India, South Africa and the United Kingdom. Television, print, digital and mobile advertising broke yesterday in the US, Brazil and Germany. Executions in 10 languages will also run online. "Run Like Never Before champions the promise of SAP technology to help companies both big and small to not only run better, but fundamentally transform how they do business," said Chris Curry, creative director at Ogilvy & Mather. "With its new capability offerings and category-wide expertise, SAP is teaming with its customers to develop new ways of working and to do things they may have never thought possible." SAP has also begun a concurrent international recruitment marketing campaign aimed at current and potential employees. This campaign will roll out initially in China, followed by other high-growth markets.