XEROX BEGINS NEW ADVERTISING CAMPAIGN
By Adnews Staff
Xerox Corporation, based in Stamford, CT, is looking to generate interest in its products and services with a new global advertising campaign beginning this week. The campaign was created by Young & Rubicam Advertising of New York and will run in the U.S., Canada and Europe. Using the tagline "There's a new way to look at it," three television commercials breaking on Thursday will promote print-on-demand publishing, one-to-one marketing communications and office colour printers. The campaign will also include a number of print executions breaking on Jan. 29. The print ads feature actual customers who use Xerox's products and services. Each ad displays an icon representing the customer's business superimposed over a Xerox logo. In an execution involving Wellmark Blue Cross and Blue Shield, a stethoscope is used as the icon. The other companies in the campaign are Honeywell, Edward Jones, British Telecom and Pfizer Canada. Both the campaign's television and print components will run in Canada beginning early next month. The commercials will run on network and cable television and the print ads will appear in newspapers and magazines including The Globe and Mail and Time Canada.