Fallon Continues as EDS’ Lead Agency

DALLAS Electronic Data Systems’ recent hiring of Sergio Zyman’s consulting firm will not affect its relationship with lead advertising agency Fallon Worldwide, according to a company representative.

EDS spokesperson Liz Bonet said the arrangement with the Atlanta-based Zyman Group is to advise on its brand and positioning. Publicis Groupe’s Fallon handles creative and media for the Plano, Texas, company from its Minneapolis office.

“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 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 from Fallon 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.