Digital to Break First Campaign From DDB, Build Global Identity

BOSTON-As part of a renewed commitment to building a global brand identity, Digital Equipment Corp. this week will unveil its first ad campaign since consolidating its account with DDB Needham this summer.
Spending levels were not disclosed. Digital official Mary Allard said the Maynard, Mass.-based computer maker plans to increase its worldwide spending levels “by at least a third.” In 1996, Digital spent $60 million on domestic advertising alone, according to Competitive Media Reporting.
The effort includes product-specific print executions slated to break about six weeks after an initial wave of branding ads, said Allard.