IBM targets Sun with guerrilla tactics
Article Abstract:
IBM is running print ads and posters for its RS/6000 server that poke fun at Sun Microsystems by copying the advertising layout, typeface, and logo size developed for Sun by Lowe and Partners/SMS. The Ogilvy and Mather ads for IBM feature large capital letters against a white background over a small corporate logo, and say that Sun's UNIX servers are no larger than the Bernese mountain dogs Sun uses as a mascot. IBM is using guerrilla marketing to help it appear more competitive and "feisty," according to marketing vp Maureen McGuire. IBM has traditionally used its estimated $750 million ad budget on TV ads and major event sponsorships rather than quick attacks on competitors.
Comment:
Runs new ads copying Sun's layout, logo, and typeface to poke fun at Sun Unix servers
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1998
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P&G to ad agencies: please rewrite our old formulas
Article Abstract:
Procter & Gamble seems to realize that if it is going to double sales to $70 billion by 2005, it has to do something about its so-so advertising. To do that, P&G has made some changes and directed its agencies to be more creative. Now one P&G person instead of six has ad approval responsibility. Creating a new Bounty ad used to take 6-9 months. The newest one took 90 days. In the past, agencies that didn't follow P&G's restrictive directives lost the account. Any part of the $3.7 billion ad budget is a lot to lose.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1998
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