ENGLEWOOD, CO: Arrow Electronics, a $20 billion global electronics company, is launching its first mass-market campaign to raise brand awareness outside the technology industry.
While Arrow operates in 55 countries and was ranked No. 133 on the 2012 Fortune 500 list, the company has flown under the radar with the general public, said Richard Kylberg, VP of corporate communications and global marketing. With this campaign, Arrow aims to highlight its role driving innovation and tell its story to customers, partners, employees, investors, and communities.
“We're well-known to the electronics trades, but the rest of the world doesn't know us – and that's who we want to reach,” Kylberg said.
Following a series of TV ads broadcast during the NCAA Division I Men's Basketball Final Four games on April 6 and 8, Arrow will reach out to stakeholders through media relations, social media, op-eds, and blogs.
The company has few relationships with the media, so it will target national business press, trade publications, and local outlets near its Englewood, CO, headquarters, Kylberg said. Its social media efforts will span Twitter, Facebook, YouTube, and LinkedIn. The budget was undisclosed.
Arrow's internal team of 55 communications and marketing professionals are running the campaign. Westmeath Communications, a firm founded by former Western Union CCO Anne McCarthy, is assisting with PR. Former Hewlett-Packard CCO Bill Wohl, who left the technology company in October 2011, is working with Westmeath to support the Arrow business.
Ogilvy & Mather created the ads, which feature innovators such as Thomas Edison, Leonardo DaVinci, Benjamin Franklin, and the Wright Brothers.
Arrow plans to continue its “Five Years Out” brand platform, which describes its role foreseeing marketplace trends, for the next several years, Kylberg said.
The initiative will unite all of Arrow's business units under a single brand, Kylberg said. Arrow has made approximately 25 acquisitions in the past three years. Additionally, the company wants to raise its profile to improve employee retention and recruitment, he added.
Arrow employs 16,500 people in its global network of 470 locations.