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Electronic Data Systems tones down its approach in new advertising that is intended to better define the company’s offerings to business consumers.
Previous ads from Fallon in Minneapolis drew upon broad metaphors—cowboys herding cats, an airplane being built in midflight—to illustrate how the company solves complex problems.
The new approach, apparent in ads that broke during the Winter Olympics’ opening ceremonies and will run throughout the Games, is meant to more clearly express the specifics of the company’s services.
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