XeroxBusiness - Wall Street Journal(Online New York N.Y Sep...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Xerox Touts  Its  Business - Services Side Wall Street Journal ( Online ) . New York, N.Y.: Sep 1, 2010 . Abstract (Summary) Xerox enlisted its longtime ad agency of choice Young & Rubicam, a unit of WPP, to create the new campaign. Because of the nature of the ads, Xerox clients as well as the company itself had to sign off on concepts and finished promotions. Full Text (886 words) (c) 2010 Dow Jones & Company, Inc. Reproduced with permission of copyright owner. Further reproduction or distribution is prohibited without permission. Author: Dana Mattioli Xerox Corp. is launching its most expensive advertising campaign in two decades, as Chief Executive Ursula Burns looks to reposition the company as more than just a copier maker. The Norwalk, Conn., company's name--itself a synonym for photocopying--is a double-edged sword. While Xerox has strong global brand recognition, it isn't known for its business-service offerings. With the February acquisition of outsourcer Affiliated Computer Services Inc., Xerox expanded its services offerings, which now account for half of its revenue. Xerox hopes the campaign, which begins next week, will overhaul the brand and call attention to its expanded ability to handle clients' busywork. "The whole campaign is geared around disrupting the legacy perceptions of Xerox," Chief Marketing Officer Christa Carone says. The ad campaign is Ms. Burns's first since taking the helm in July 2009, and it echoes remarks she has made since the ACS acquisition. "We are now a new Xerox, and I always like to remind customers, investors and our people of that," Ms. Burns said in a July conference call to discuss the company's second-quarter results.
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern