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A NEW LOOK: Xerox Launches TV, Print Advertising Campaign

Tuesday, January 22, 2002

Press release from the issuing company

Global Brand-Building Investments To Help Fuel Growth STAMFORD, Conn.--Jan. 21, 2002--In the market for a new car? Finally pursuing that lifelong dream to publish a book? Need to make a colorful statement to make an impression at work? Then take a new look at Xerox. That's the message behind Xerox Corporation's new global advertising campaign that launches this week and is designed to stimulate interest in the company's portfolio of products and services. Fortified by solid operational improvements, Xerox is turning up the volume and making noise in the marketplace with a renewed emphasis on marketing and investments in the company's growth. The lighthearted yet hard-hitting campaign delivers on the company's promise to build the Xerox brand in 2002 and specifically targets high-growth opportunities such as on-demand printing, one-to-one marketing and color printing in the office. The television and print ads tell customers there's a new way to look at how Xerox technology and expertise can bring value to their businesses, and there's a new way to solve document-related problems. "Xerox has been deliberately quiet this past year as we strengthened our financial position and improved our core operations,'' said Anne M. Mulcahy, Xerox chairman and chief executive officer. "We've made significant progress in stabilizing our business. It's now time to put the spotlight on the power of the Xerox brand and Xerox's unique ability to help businesses get better results through creating more effective communications and using smarter work processes. "Our bold marketing initiatives, coupled with several innovative products to be launched this year, are strategic investments that will fuel growth.'' The multimillion-dollar ad campaign includes three TV spots highlighting three of Xerox's powerful printing solutions: print-on-demand publishing, which can efficiently print one or 100,000 documents such as books or brochures; one-to-one marketing communications, which help businesses build targeted, personalized documents for a customer; and office color printers that are fast, affordable and effective - as a young woman respectfully explains in one commercial, when her boyfriend's dad claims color is too impractical for the office. Complementing the TV commercials are print ads about actual customers who are using Xerox solutions. Each ad has an icon representing the customer's business superimposed over a large Xerox logo. For example, a stethoscope illustrates an ad featuring Wellmark Blue Cross and Blue Shield, which discusses how Xerox helped the company improve member relations with a Web-based solution to personalize benefits enrollment kits. Other companies showcased in individual print ads include Honeywell, Principal Financial, Edward Jones, British Telecom andPfizer Canada; case studies with more detail about each implementation will be at www.xerox.com when the ads launch. "Showcasing these success stories illustrates Xerox's passion for working behind the scenes to solve document-related issues, helping customers meet the demanding needs of their industries and their customers,'' Mulcahy said. Directed by well-known commercial director Joe Pytka - whose clients have included American Express, McDonald's and New York City - the Xerox TV spots launch Jan. 24 during the Phoenix Open golf tournament with major exposure planned during the 2002 Olympic Winter Games and beyond on network and cable television. Print ads will begin Jan. 29 in such publications as BusinessWeek, Forbes and The Wall Street Journal. Each television and print ad closes with the tagline: "There's a new way to look at it.'' The ads will run in the United States, Europe and Canada and were produced by Young & Rubicam Advertising, New York.




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