COMPAQ TO LAUNCH WORLDWIDE BRAND CAMPAIGN
By Adnews Staff
Compaq Computer Corporation is about to undertake a $60 million(U.S.) worldwide advertising campaign. Called Access, the campaign will focus on the place of personal computers in data networks. This marks the first time Compaq has launched a campaign based on image, rather than products. The company, already the top-selling maker of personal computers, aims to become one of the top three makers of all computers by the year 2000. The unifying theme of the campaign will be a stylized @ icon that Compaq hopes will remind consumers of the company's commitment to providing access to people and information. Advertising for the Canadian campaign will use print and TV created by Ammirati Puris Lintas of New York. The agency's Toronto office handling the Canadian media buy. The ads will run until the end of February, 1997 when Compaq will launch the second phase of the campaign.