• by Joe Mandese , July 22, 2014

John Kennedy, a long-time marketing executive at IBM, has joined Xerox as CMO.

“He is a natural choice to lead our efforts in the digital age and to strengthen and broaden the Xerox brand around the world,” Xerox Senior Vice President and President of Corporate Operations Hervé Tessler said in a statement announcing the move. Tessler emphasized Kennedy’s track record for “changing brand perception” and his experience utilizing integrated marketing and communications.

Kennedy, who assumes his new role on July 28, was vice president, global business services at IBM, responsible for marketing its business services division.

Before joining IBM in 1996, Kennedy was with Procter & Gamble and started his career with NationsBank (now Bank of America).

Kennedy serves on the boards of the National Association of Advertisers and Business Marketing Association.