CHICAGO LB Works will debut a new campaign for computer printer maker Lexmark International on Wednesday, introducing the tagline, "We're always working."
Jeff Jones, chief executive officer of LB Works, said the campaign was meant to leverage an "inherent humanity" of the Lexington, Ky., company. "LB Works was asked to deliver a campaign that reflects the relationship-driven nature of Lexmark's brand," Jones said in a statement.
Television spots are expected to break on Wednesday. Regional print and out-of-home is expected to appear later in the month.
LB Works, a division of Leo Burnett in Chicago, won Lexmark's estimated $10-15 million advertising account last November.