Xerox to launch new ad campaign

Xerox is launching a new marketing campaign, starting on September 7, in an effort to shake off its 'copier company' label and drive home the fact that it is also a business services company.

The firm, which expects to more than double its ad spending on last year, said the new campaign will run in magazines, on television and in interactive airport billboards.

The campaign will feature the company performing tasks like customising direct mail programs and automating invoices for its customers.

Xerox President Jim Firestone said: "We know that Xerox has moved far from its historic roots.

"But the rest of the world doesn't pay quite as close attention as we would like."

This is not the first time that the company - which tripled the size of its services business with the purchase of Affiliated Computer Services this year - has tried to alter its purely print image.

Two years ago, it redesigned its logo, dropping the upper-case letters that had been part of the brand since 1961 and adding a red sphere marked with a white "X".

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