Tandberg taps AOR

NEW YORK: Tandberg, a b-to-b provider of visual communications products, has named Ogilvy its global AOR following a competitive bid.

NEW YORK: Tandberg, a b-to-b provider of visual communications products, has named Ogilvy its global AOR following a competitive bid.

The renewable one-year contract is worth six figures.

Ogilvy will work on creating a campaign to promote the productivity and environmental benefits of using video conferencing, said Jean Rosauer, VP of corporate and product marketing at Tandberg.

"In the past, video had a black eye from the poor quality, and people thought it was too expensive to use," Rosauer noted. High-definition screens, telepresence, and videos using IP have eliminated those obstacles, she added. In addition, the need for teleconferencing has increased because employees now are more likely to work remotely, which expands the potential customer base.

"In the past, a lot of video was sold into an IT administrator," Rosauer said. "That's still a very important customer group to us, but we also know [that] with IP video and with telepresence, we have a much bigger appeal and demand."

Media outreach includes inviting journalists to demonstration centers to try the products and emphasizing product features on multimedia press releases.

"The biggest challenge is Tandberg isn't a big recognized name, so we really have to make an impact immediately," Rosauer said.

The company also positions itself as a green alternative to business travel, noting that video conferencing limits carbon emissions from air and car travel.

"With this consciousness about climate change, we're humbled, but excited that video can improve telecommuting," Rosauer added.

Ogilvy is using Tandberg's recently launched Web site, www.seegreennow.com, as a platform for traditional and new-media outreach, and to associate Tandberg with the green movement, said Marcel Goldstein, SVP at Ogilvy.

Ketchum previously worked as Tandberg's AOR. Rosauer praised that relationship, but said the company wanted a fresh perspective.

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