Veritas Software has unveiled its first global campaign from Hill, Holliday, Connors, Cosmopulos. The work is designed to take Veritas' message to increasingly senior decision makers, shifting the emphasis from the product-driven ads of the past to portray the company as a worldwide leader in data storage.
The work is the first done under the Mountain View, Calif., client's new chief marketing officer, Jeremy Burton, who joined Veritas several weeks ago from Oracle.
Burton replaces senior vp, marketing Doug Rosenborough, who led the review late last year that resulted in the $10-15 million account moving to Hill, Holliday in San Francisco. Veritas officials last week emphasized that Hill, Holliday is aboard for the foreseeable future: no major marketing changes or agency reviews are planned.
The campaign kicked off last week with print ads running in business and technology publications such as Computerworld and Network World. Hill, Holliday won the account late last year following a review. Spending will be at least $10 million, Veritas officials said. Broadcast is under consideration.
The new work discards the previous theme, "Business without interruption," in favor of untagged ads that combine subtle visuals and sparse, direct copy. All executions sandwich text inside the phrase, "The storage software company."
Visual elements such as a buff boxer, a car speeding down a desert highway and a chart made up of coins hover in the background, giving the ads a distinct look and feel that can be expanded upon for future efforts, said Veritas director of marketing communications Dana Loof.
"We're looking to elevate our message to a different level" of corporate decision makers, Loof said.
Veritas, with $1.5 billion in 2001 revenue, provides software for data protection, disaster recovery and computer-storage options.
The campaign will combine print and online ads with direct marketing. The push will focus on North America and certain European, Asian and Latin American countries.