Xerox Undertakes New Advertising Campaign

Xerox is launching its biggest ad campaign in two decades, trying to move its image away from being just a copier company. As WNPR’s Harriet Jones reports, the Norwalk-based company says it will double its ad spend.

The Xerox name is completely synonymous with the act of copying paper, but in fact the company has been branching out in many different directions in the last decade. Now it would like it’s public image to catch up with reality.

The biggest push is to sell Xerox document management services, which help client companies deal with every aspect of the paperwork they generate. Xerox also wants to tout the expansion of its back office services business, which tripled with the acquisition of Affiliated Computer Services.

The new ad campaign is branded Ready for Real Business, and although Xerox won’t reveal exactly how much it’s spending, it says it will double the amount it’s historically spent promoting itself. The campaign will include TV, print and web-based ads. The ads feature real client companies already using Xerox document services such as Ducati and the New York Mets.

For WNPR, I'm Harriet Jones.