COMPAQ TO MAKE THE LETTER 'Q' ITS SYMBOL
By Adnews Staff
Compaq Canada of Richmond Hill, Ont. launched a newspaper branding campaign this week around the world. The campaign is the first from the computer maker's new agency, DDB Needham Worldwide of New York, which was hired earlier this month. The letter "Q" is prominently featured in the ads. Compaq wants the letter to become what the "swoosh" is to Nike. The tagline for the ads say: "Better Answers." The goal of the campaign is to tell consumers about the 'new' Compaq, with its Digital Computer Corp. acquisition and its new vision. The launch ad will be comprised of a series of seven half-page spreads. A 12-page full-color magazine ad will be introduced in July. In Canada, DDB's Toronto office localized the ads for the Canadian market and handled the media buy.