NOVELL BACKS UP NEW STRATEGY WITH CAMPAIGN
By Adnews Staff
U.S.-based software company Novell launched a $20 million(US) worldwide advertising campaign earlier this month using a new marketing strategy. The campaign unifies Novell's individual networking software products ,including IntranetWare, GroupWise and ManageWise, under the Novell masterbrand to demonstrate how the company's networking products are designed to work together as a full-service intranet solution. Young & Rubicam's San Francisco office created over 30 print ads which span four interrelated campaigns featuring the two key themes of "Everything's Connected" and Novell's intranet capabilities. In Canada, Y&R's Toronto office localized the ads and did the media buy. Two U.S. agencies were also involved in creating the campaign: Hornall Anderson Design Works, Inc. and Lexicon. Broadcast media will be used later this year. The ads target CEOs and chief information officers, as well as information technology professionals and resellers. The print ads are supported by collateral materials such as brochures. The Novell logo has been changed as well. It is still red, black and white, but a secondary color palette and human imagery have been introduced to create a lighter look and warmer brand personality.