EDS Adds Market Perspective of Zyman Group

DALLAS Electronic Data Systems has hired Sergio Zyman’s consulting firm to advise the company on its brand and positioning, EDS confirmed.

EDS spokesperson Liz Bonet said the arrangement with the Atlanta-based Zyman Group would not result in changes to its relationship with Publicis Groupe’s Fallon in Minneapolis, which handles creative and media duties.

“Sergio Zyman is well-known in consumer marketing circles and we believe he and his group offer an important third-party perspective of how we approach the business-to-business market,” Bonet said. As a former chief marketing officer of Coca-Cola, Zyman helped launch Diet Coke and New Coke.

The Plano, Texas-based computer services company broke a $10 million ad campaign in May that marked its first foray into television advertising since the 2002 Winter Olympics. The most recent TV spots used simple metaphors to highlight solutions the client offers. In one ad, EDS is represented by a large forklift that lifts a load to a shelf after a smaller one failed.

In March, Michael H. Jordan joined EDS as chairman and chief executive officer and Jeffrey M. Heller became president and chief operating officer. Jordan, who formerly served as chairman and CEO of CBS Corp., replaced Richard H. Brown, who had recently resigned.