Unisys undertakes dollars 20m global push in rebranding drive

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, 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

work.



The ads demonstrate this commitment by depicting Unisys staff in

everyday situations but with computer screens instead of their

heads.



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

her.’



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.’