Xerox UK & Ireland hires Waggener Edstrom to lose the 'just a copier' tag

Printer and copier maker Xerox has hired Waggener Edstrom as its UK PR agency, dropping incumbent Grayling in the process.

Xerox: aims to change perceptions
Xerox: aims to change perceptions

Atomic PR picked up the account in 2007. The agency was acquired by Huntsworth earlier this year and merged into the Grayling brand.

The pitch process started two months ago and Grayling was invited to pitch.

Xerox head of international communications Jennifer Wasmer told PRWeek: ‘Waggener Edstrom will work with Xerox to change perceptions about the company and communicate about today’s Xerox – the world’s leading enterprise for business process and document management.'

Xerox Corporation is a $22 billion global enterprise that provides back-office support, IT and document outsourcing services, software and Xerox equipment for businesses.

Waggener Edstrom plans to build on Xerox’s global ad campaign ‘Ready for Real Business’ which promotes the use of Xerox’s back office support services so that companies can focus all their efforts on 'real' business. The campaign also aims to change perceptions that Xerox is 'just a copier company'.

Shaun Wootton, senior vice-president and general manager, Waggener Edstrom Worldwide, added: ‘Our plan is to build on Xerox’s global "Ready for Real Business" concept; develop creative, integrated communications campaigns – with a local flavour – and support the local sales force and channel partners in the UK and Ireland.’

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