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Ariba puts famous faces on technology.(Brief Article)
B to B, September, 2000
Capt. Kirk promotes Priceline.com and Whoopi Goldberg fronts for Flooz.com. So it was just a matter of time before celebrities began pitching for b-to-b companies. Ariba Inc., whose double entendre tagline is "Making the net work for B2B," trots out crooner Wayne Newton in a show-stopping spread for its e-platform. The nattily attired Mr. Newton pairs up with a grizzled-looking accordionist in a subway station to belt out a tune. The accordion player's hat is brimming with gratuities -- evidence that the pair's improbable act is a hit with the audience. The jaunty, light-hearted image is packed with visual magnetism. It's the kind of picture that invites a closer inspection as readers pore over the details. It also works well with the headline, "There's no substitute...
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