This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
Lucent Technologies Introductory Corporate Branding Campaign
The campaign's purpose was to establish Lucent as a new company, communicate what they do and why people should do business with them. We've succeeded in establishing a distinct brand personality for Lucent. Positives from the AT&T heritage have been preserved, while negatives have been replaced, Our results-from Lucent's stock price to out leaps in awareness-testify to the fact that we've met the challenge of launching a new company.
Brand: Lucent Technologies
Client: Lucent Technologies, Inc.
Agency: McCann-Erickson New York
Using simple and surprising creative metaphors to capture the more complex concept of business re-engineering, the 95/96 image effort's primary goal was to build awareness of Anderson Consulting as a leading Business Re-engineering provider. Additionally, the advertising was designed to differentiate Andersen by aligning the brand image with the personality traits of creativity, resourcefulness, farsightedness and commitment.
Brand: Andersen Consulting
Client: Andersen Consulting
Agency: Young & Rubicam New York
Solutions for a Small Planet
To rejuvenate this American icon, a new vigorous human, approachable person was needed to signal real change in IBM itself. The "Subtitles" campaign recasts the IBM corporation in a startling, yet credible, manner that puts a human face on its global stature. The central message is that IBM delivers solutions that are both simple and powerful enough to manage information anywhere, anytime and for anyone. The result is a world made smaller through the technology of IBM.
Client: IBM Corporation
Agency: Ogilvy & Mather