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Sep

What went into Xerox’s new Ad Campaign

Posted by: business901 | Comments (0)

Here is a preview to a new global marketing campaign from Xerox Corporation (NYSE: XRX) – the most ambitious and innovative the company has ever created – explores how Xerox helps iconic brands with business process and document management, freeing them to focus on what matters most – their real business.

Xerox’s Chief Marketing Officer Christa Carone along with Barbara Basney, vice president, Global Advertising for Xerox and Corey Rakowsky, associate creative director, Y&R, discuss the creativity and development process behind the Ready for Real Business campaign, slated to launch in the U.S. on Sept. 7. The group shares thoughts on the many consumer-facing brands involved in the campaign including Target, P&G, Marriott Hotels and Resorts and Ducati

Can you imagine Procter & Gamble’s powerful Mr. Clean digitizing millions of documents while also cleaning; or a Marriott Hotels & Resorts’ bellman providing exceptional guest services and processing invoices at the same time? Don’t you think Bullseye the Target dog could use a hand customizing Target’s direct-mail program?

The campaign takes brand characters out of their expected roles and shows them doing business processes such as invoicing or digitizing documents with exaggerated results. The campaign demonstrates there are better ways for companies to handle back office work – by innovating and partnering with Xerox.

Print, television, Web and airport advertising kick off in the U.S. on Sept. 7 and in Europe later this year, and are complemented with a rich multimedia experience at RealBusiness.com. The website, scheduled to go “live” on Sept. 7, showcases examples of Xerox helping clients get back to real business.

“Xerox transforms the way we work, managing more than 11 million global invoices so we can focus on better serving our guests,” said Susan Thronson, senior vice president, Global Marketing, Marriott International, Inc. “This campaign shows what two customer-centric companies can do when they speed up time-consuming business processes and focus on their core business. For us, that’s providing exceptional guest service. We wouldn’t have it any other way.”

What do you think of Xerox’s new campaign? Do you think it gets the message across that they help their customers with everyday problems?

Fresh Air Fund is looking for Host Families

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The Countdown to Summer 2010 is on and The Fresh Air Fund is in need of host families. If you or someone you know is able to host, please sign up now.

In 2009, The Fresh Air Fund‘s Volunteer Host Family program, called Friendly Town, gave close to 5,000 New York City boys and girls, ages six to 18, free summer experiences in the country and the suburbs. Volunteer host families shared their friendship and homes FOR up to two weeks or more in 13 Northeastern states from Virginia to Maine and Canada.

The Fresh Air Fund relies on donations to provide memorable summers to NYC children. The Fresh Air Fund needs hosts for the summer of 2010. More than 65% of all Fresh Air children are reinvited to stay with their host family, year after year.

Big Book of marketing from Atlas Air to Boeing

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I had the pleasure of interviewing Anthony Bennet editor of the new book, THE BIG BOOK OF MARKETING released in January 2010 by McGraw-Hill on the Business901 Podcast. The book is based on material developed for one of Georgetown University Business School’s most popular marketing courses, THE BIG BOOK OF MARKETING is a unique and comprehensive guide to essential marketing practices from the world’s best marketers. The 86 companies represented in the book are industry leaders representing a range of goods and services, high-tech and low-tech industries, and industrial and consumer fields. Each chapter offers their real-life lessons and practical takeaways on every topic necessary for marketers to master today.

As Tony said in the podcast it is not a book filled with ideas from PHD’s. It is a book filled with authors that have CEO, V.P after their names and companies from Boeing to Atlas Air and BzzAgent to Ogilvy. What I found interesting in the book is the diversity of the content. I called it a book of short stories! Great reading, Great knowledge of information.

Anthony G. Bennett (Washington, D.C.) has worked in marketing for over 22 years, including as an international marketing research analyst with Union Camp (now International Paper), general manager/vice president for Hunt-Marmillion Public Relations (now Ogilvy), Special Assistant promoting the first Bush administration’s National Energy Strategy, and marketing consultant to small companies and national organizations. He now teaches marketing at Georgetown University.