PLANO, TX: A year of big changes for Electronic Data Systems (EDS) culminated in an integrated branding campaign, launched last week. Using the tagline "EDS. Manpower. Brainpower. Willpower," messaging positions the IT outsourcing pioneer as a candid company able to solve clients' problems, as well as its own. Advertising copy alludes to the company's challenges, such as lingering concerns about its debt rating.
"I think the upside is much bigger than the downside," external relations VP Jeffery Baum said regarding the campaign's acknowledgement of EDS' hard times.
The company unveiled print and broadcast ads in conjunction with the EDS Byron Nelson Classic golf tournament, its signature sponsorship event. The spots target C-suite customers and will run during other golf broadcasts this summer.
Related PR activities included hosting a CEO roundtable discussion with EDS' Michael Jordan, Michael Dell, 7-Eleven's James Keyes, and EMC's Joseph Tucci.
The communications staff will step up EDS' op-ed program and enhance e-mail outreach to journalists.
"You're just going to see, generally, a much more aggressive posture," Baum said.
Robinson Lerer & Montgomery, which EDS hired last fall, is helping with PR elements of the campaign.