EDS POKING ITS HEAD UP
By Adnews Staff
U.S.-based Electronic Data Systems Corp. wants to become more visible. The company hired Bates Worldwide of New York last month to do worldwide corporate advertising. EDS Canada officials were unavailable yesterday to comment on whether the agency's Toronto office will create ads in Canada. Bates was chosen after a review which also included D'Arcy Masius Benton & Bowles of New York and the Richards Group of Dallas. Goldsmith/Jeffrey of New York has had the business since May 1993. It will continue to handle projects. EDS was founded in 1962, but didn't do corporate advertising until 1991. Since then most advertising has been in the U.S., mostly in trade journals, with some magazines and TV. Most of the broadcast advertising was related to sporting events. EDS is owned by General Motors Corp.