NORTEL BEGINS GLOBAL BRANDING INITIATIVE
By Adnews Staff
Toronto-based communications equipment maker Nortel has undertaken a global branding initiative that began yesterday with the release of a new ad campaign. The initiative is intended to change the look, feel and voice of Nortel, according to the company. The ad campaign will make use of television for the first time since 2001. The commercial presents a montage of a stock exchange floor, office buildings and switchboard operators, backed by a children's choir. A voiceover says, "This is the way hundred of millions of people, Fortune 500 companies and government institutions around the world trust their networks to be reliable and secure." The ad ends with the campaign's tagline, "This is the Way. This is Nortel." The print advertising uses similar imagery to depict the range of places Nortel products are used. The copy for one ad reads, "This is the way 600 million people move around the planet. You'll find Nortel in every single one of the world's top 20 airlines." The campaign was created by The Richards Group of Dallas, TX. "Today we're confirming that marketing is now a strategic asset for Nortel, vital to growing our market momentum by helping us reach customers and prospects," said Nortel president Bill Owens. "Starting with this campaign, you're going to see us get more confident and vocal about who we are and the value we deliver," said Clent Richardson, the company's chief marketing officer. Nortel plans to begin additional marketing activities within the next several months.