International Marketer’s Blog

Global document management company Xerox is doubling its advertising spend and rolling out its most expensive global brand marketing campaign in twenty years, in an effort to rebrand as a business services company.

Xerox has strong global brand recognition, although its brand name is synonymous with copying. The company hopes that the marketing push will change legacy perceptions and achieve a major repositioning of the brand.

Earlier this year, Xerox acquired Affiliated Computer Services Inc, the world’s largest diversified business process outsourcing, tripling its business services enterprise. The expanded services now account for more than half the company’s revenue, with business services now equal to its equipment unit.

According to the Wall Street Journal the ads “focus on Xerox’s relationships with six clients like Procter & Gamble Co., Target Corp., motorcycle maker Ducati, Major League Baseball’s New York Mets, the University of Notre Dame and Marriott International Inc., which are allowing their brand name to be used in the campaign.â€� Brand icons are shown botching back-office functions and are over-run by paperwork. The campaign then demonstrates there are better ways for companies to handle back office work -by innovating and partnering with Xerox. (more…)

Office products company Staples has created the role of senior vice president of global brand marketing in line with international growth, appointing ex-P&G marketing chief Steven Fund.

The new role is effective as of 12 July, and will see Fund overseeing the strategic, creative, operational and financial aspects of Staples’ brand marketing globally. He takes responsibility for integrated brand management and marketing communications, as well as the company’s brand strategy, marketing, advertising and PR across worldwide markets.

Fund will report to Mike Miles, Staples President and Chief Operating Officer.

Miles said of the appointment: “Steve brings 20 years of world class brand management, marketing and advertising experience that will help further Staples recognition as the leading office products and services company.â€�

“With continued global growth, Steve will guide Staples’ efforts to reach businesses with our promise to make buying office products easy, while enhancing our reputation as one of the world’s premier brands.”

Fund was previously Global Marketing Director at FMCG giant Procter & Gamble’s (P&G) Gillette Global Business Unit, where he was responsible for the Fusion and Mach3 brands. (more…)

Hewlett Packard is rolling out a global campaign for its LaserJet printers, emphasising the company’s commitment to driving long-term brand loyalty.

The global campaign execution, with the tagline ‘Pays you back’, has already launched in the US and will extend its reach to 11 countries in the coming weeks, including Canada, Brazil, China, India and Germany.

Ads will run in print and digital media. According to a print ad targeting business and IT publication readers: “The HP LaserJet MFP pays for itself in less than one year. After that, it pays your business.� Online ads will launch next month across sites including The Business Insider, CIO.com, ComputerWorld.com and PCWorld.com.

According to HP, this international marketing campaign is its biggest push to date for its LaserJet brand. Last year, the company allocated $200,000 to advertising LaserJet printers (source: Nielsen).

Collaborating on the push were Omnicon agencies BBDO, Goodby, Silverstein & Partners, Proximity, TracyLocke and the holding company’s Media Group. (more…)

Computer software giant Microsoft is rolling out an integrated global campaign in a push for its Office 2010 applications suite with the aim of educating consumers about how to use the product and tagged “Make it great�.

The global campaign execution via WPP Group’s JWT in New York is directed towards customer-focused creative and celebrates real consumers using Microsoft products and sharing them with friends. According to Media Post, the campaign features a series of web videos showing beta testers describing how Office 2010 helps them with home, school and small-business tasks. Gayle Troberman, chief creative officer for the central marketing group at Microsoft said “The idea is to show real people who are using the product, because nothing is more believable.â€�

International marketing activities have launched this week with marketing campaign costs invested primarily in digital marketing and will include online content such as a microsite, rich media and banner ads, paid search and online video. The global campaign will also include TV, print ads and billboards. (more…)