XeroxBusiness.docx - Wall Street Journal(Online New York...

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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.
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This note was uploaded on 02/09/2011 for the course MKTG 301 taught by Professor Staff during the Fall '08 term at George Mason.

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XeroxBusiness.docx - Wall Street Journal(Online New York...

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