Veritas Software this week breaks a global advertising campaign aimed at increasing awareness for the company in the category.
The campaign, developed by roster shop Hill, Holliday, Connors, Cosmopulos in San Francisco, kicks off Tuesday with print ads in business and technology publications. Hill, Holliday won the account earlier this year. Spending is estimated at $10 million.
"Veritas is one of the top 10 software companies in the world, but probably the least well known," said Jeremy Burton, the client's chief marketing officer. "This campaign is designed to elevate the brand and highlight our leadership in all aspects of storage software."
Veritas, with $1.5 billion in 2001 revenue, provides software for data protection, disaster recovery and other computer storage options. The firm is based in Mountain View, Calif.
Agency and client officials said the campaign will combine print and online ads and direct marketing. The push will focus on North American and certain European, Asian and Latin American counties.
According to the client, the ads will show how important it is to have a backup for computer data in case of an emergency. For example, one execution features bold text that reads, "We eat, sleep and lead in disaster recovery," and features a photo of a man sleeping on a bed in a data center.
"We defined the importance of storage software, and we need to get the recognition for it now," Burton said.
"This campaign is designed to underscore [what] senior IT executives have known for years—that Veritas is the No. 1 choice in storage software," said Nancy Hill, president of Hill, Holliday.
Hill, Holliday, an Interpublic Group shop, is based in Boston and also has a New York office.