Hill, Holliday, Connors, Cosmopulos and Wang Laboratories, which once teamed for campaigns that set the standard in the high-technology marketplace, are in the midst of breaking a worldwide print effort to reposition the company as a global network management specialist.
Spending for the campaign, which will include branding executions and customer testimonials running for much of the year, is about $15 million, said Hill, Holliday art director Tim Foley, who developed the ads with copywriter Marty Donohue. Mike Sheehan and Dave Gardiner served as creative directors.
Rolling out in full-page spreads in The New York Times, The Wall Street Journal and other newspapers, the campaign uses the positioning line "Networked Technology Services" and a revamped logo to underscore Wang's commitment to servicing and maintaining computer systems worldwide. After initially running in newspapers, executions will appear in business and finance magazines, Foley said.
The effort targets corporate executives who make network purchasing decisions and seeks to bolster Wang's image against competitors such as Arthur Andersen & Co., which has a strong ad presence, Foley said.
The current campaign is the largest since Wang's glory days in the 1980s as a maker of word processors for businesses and certainly its most widespread effort since emerging from bankruptcy in 1993. In the past few years, the Billerica, Mass., company has done virtually no advertising, Foley said.
The current campaign is also the first work launched by Hill, Holliday in international markets since it was bought last month by New York-based Interpublic Group of Cos.
More than a decade ago, Boston-based Hill, Holliday's jargon laden, documentary-style approach in Wang TV commercials created by copywriter Bill Heater and art director Don Easdon was considered highly innovative and led to numerous creative kudos, imitations and parodies.