CHICAGO EDS shows its ability to face tough challenges in a new campaign from Fallon tagged, "Manpower. Brainpower. Willpower."
The print and television effort from the Minneapolis agency is meant to show the international business consultant's approach to its clients. The first print ad in the series shows a charging bull in a bullring. "We've built an entire company on facing tough problems. Even our own," proclaims the headline, making reference to the company's string of earnings losses and a new management team.
"It has a lot to do with an attitude of going forward with confidence," said Jeff Baum, vice president of external relations for the Plano, Texas, company. "We thought it was time to get out [the message] that EDS has made its career out of solving tough challenges."
Other print ads, which break May 11 in The Wall Street Journal, The New York Times and The Financial Times, show the company's dedication to hard work. One shows a car in an empty parking lot at night, with the headline, "Right now, somewhere in the world, it's quitting time. Just not where we are." A television spot along the same lines will break during the EDS Byron Nelson (Golf) Championship this week on CBS.
EDS will spend $8-10 million on the campaign, which is scheduled to run for eight weeks, Baum said.
The company, which has more than 130,000 employees and operates in 60 countries, reported 2003 revenue of $21.5 billion.