NOVELL BEGINS NEW CAMPAIGN
By Adnews Staff
Novell Canada, based in Markham, ON, will break a new advertising campaign today. The print effort is part of a worldwide marketing initiative intended to show how the company can help organizations with their business requirements. The four ads present technology buzzwords with humourous definitions. In one ad the word "RAM" is accompanied by the text "attempt by certain large vendors to shove their proprietary technology solutions down your enterprise." In another, "ERP" is defined as the "sound made by CIO when people see data they shouldn't." The campaign's tagline is "We speak your language." The advertising is aimed business decision makers. It will run in national newspapers and business and technology publications. The creative was designed by J Walter Thompson New York and adapted for Canada by Strategic/Ampersand of Toronto. The campaign will run through 2003.