• Brandweek, Tuesday, April 22, 2008 10:15 AM

Nortel uses customers in a new TV campaign with the communications technology provider casting top business executives in 30-second spots designed to show how the company helped them innovate. The effort is part of Nortel's road to recovery after the $35 million it paid out last year to make charges of accounting fraud go away. Tagged "Business Made Simple," one of the new ads has the general director of India's Mumbai International Airport talking about how Nortel technology will make his facility among the most advanced of its kind.

Print and online executions will support, along with a handful of other TV spots. The campaign is hitting at a good time, according to Henry Dewing, principal analyst at Forrester Research, Boston. For Nortel CMO Lauren Flaherty, it is simply "the smart thing to do. We're not only going to show it on CNN, but we'll make sure it's part of our digital program; it's used at our executive briefing centers; and it's integrated into sales presentations."

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