EMC, Mullen Initiate Global Campaign

EMC last week embarked on a worldwide branding effort that broke in The Wall Street Journal and signed its first endorsement deal with a professional golfer.
Print ads created by Mullen in Wenham, Mass., are part of a new global awareness effort for the maker of computer storage systems. The company plans to spend $14 million on advertising this year, according to EMC’s director of corporate advertising Rob Smith.
The print campaign uses the headline “The EMC Effect” with pictures of a hurricane, a building being leveled and a giant boot.