ABB SUPPORTING NEW POSITIONING
By Adnews Staff
ABB Inc. of Zurich, Switzerland has launched a global marketing campaign. The company is supporting its new positioning as "The Global Technology Group" using the theme of brain power. The campaign launched with three print ads and two 30-second television spots. The advertising was created to target global audiences, with no talking heads, or regional identifiable aspects. Running in North America, South America, Europe and Asia, ABB has chosen the Globe and Mail to launch the campaign in Canada. One full-page colour ad will run tomorrow and two smaller ads are slated to run February 9th and 25th. In addition, airport advertising in 15 cities around the world will be promoting ABB's new positioning. Advertising for ABB is handled by its global advertising agency Young & Rubicam of New York. PR for ABB Canada based in Montreal is handled by Opsis Communications & Marketing Inc. of Toronto.