Xerox Lobs New Ad Campaign at U.S. Open
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Xerox Corp. will debut a new brand campaign this weekend during the U.S. Open tennis tournament, its first major brand advertising effort since John Kennedy was named CMO last year.
“The campaign goal is to evolve the Xerox brand in a way that more accurately reflects the role Xerox is playing in the world today, and engage the business audience in conversations around how technology, people and processes can better come together to solve business problems and deliver real business outcomes,” said Mr. Kennedy, who was appointed VP-CMO last July and was previously VP-global business services at IBM Corp.
The campaign, which has the new tagline “Work Can Work Better,” was created by Xerox lead agency partner Y&R New York and Y&R’s digital agency VML. It launches with a 30-second TV spot, which will air Sunday during the broadcast of the U.S. Open on ESPN and ESPN2, as well as on business networks such as MSNBC, CNBC, CNN and Fox Business. The campaign also includes print, online and outdoor ads, as well as a redesigned website. The budget was undisclosed.
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