Unisys, the information services and computer technology company,
is launching a dollars 20 million global advertising campaign this week
designed to rebuild its brand.
Unisys began as a manufacturer of mainframe computers, but in recent
years the bulk of its business has been as a provider of technology
solutions and services. The campaign’s aim is to bring consumers’
perceptions in line with this reality.
The press campaign, created by Unisys’s global ad agency Bozell
Worldwide, introduces the line, ’We eat, sleep and drink this stuff’,
underlining the round-the-clock commitment Unisys staff bring to their
The ads demonstrate this commitment by depicting Unisys staff in
everyday situations but with computer screens instead of their
In one ad, a woman is curled up on the sofa next to her husband. It
reads: ’He knew she was passionate about her work when he married
The campaign, which breaks this Thursday in titles such as the Financial
Times and Wall Street Journal, is targeted at senior management in large
commercial and government organisations across all continents.
Global media is through Bozell’s media arm, BJK&E.
Larry Weinbach, who became Unisys’s chairman and chief executive one
year ago, said: ’Our goal with this advertising campaign is to introduce
the world to the passion and scope that exists at a new Unisys.’