Xerox debuts new brand campaign
By Adnews Staff
Technology company Xerox has introduced a new brand strategy using the tagline "Work Can Work Better." The initiative is intended to focus on business and government customers and presents the company's products as designed around new technology and human insights. The new branding will appear in upcoming advertising campaigns and digital materials, beginning with two 30-second television commercials illustrating how Xerox products improve business processes behind the scenes. These will be followed by four more executions focusing on customer care, human resources, healthcare and transportation. The television creative will be accompanied by six print ads, which will also be adapted into out-of-home executions to run at airports and digital advertising. In addition, the website at Xerox.com has been redesigned to reflect the new branding. The campaign will launch in the US this week, followed by the United Kingdom and a phased international rollout.
"The technology choices available to address business problems continue to expand," said John Kennedy, vice-president and chief marketing officer at Xerox. "Clients need practical solutions that address the way people, business processes and technology intersect for real business outcomes."