Xerox CMO Michael C. Mac Donald unveiled the strategy, designed to reinforce and reposition the Xerox brand, at THE Conference on Marketing in Las Vegas this week.
"These ads are not aimed at any competitor in particular but more about how we are presenting the Xerox brand and our increasing focus on positioning Xerox as a services company and premiere provider of documents services and as a color printing company and communicate value and affordability of color for all businesses," spokesman Edward Gala told "Marketing Daily."
Xerox' services business will be promoted via print and TV ads produced by agency of record Y&R New York. Called "the capabilities campaign," print ads already are running in prominent business magazine publications and Web sites, including Harvard Business Review and FT.com.
There are three ads in the series--"We Find Millions," "We Retrieve," and "We Go One to One"--illustrating Xerox Global Services' cost-saving, document storage and retrieval, and personalized customer communications capabilities. Clients benefiting from these services include companies such as Owens Corning, InterContinental Hotels Group, JP Morgan Chase and Enterprise Rent-A-Car.
"Xerox is moving to value-added consulting services in addition to technology, which is designed to help customers manage documents. These kinds of consulting services are much more the focus of the company as we look for ways to serve our large enterprise customers," explains Gala.
The company also is sharpening its focus on affordable color businesses of all sizes.
"Much more document volume is moving to color from black and white, so we see rapid growth in proliferation of color documents in all kinds of work environments, so we're moving our technology there," Gala says. "Color is much more profitable."
The color campaign's first print ad shows three colorful owls with the words "Wise Color" in the background. The sub-head asks: "Who makes color affordable with prints for just pennies a page? You know who."
Those print and two TV ads will debut in April.