Novell Holds 'Coming-Out Party'

SicolaMartin Recasts Computer Networker in $10 Mil. Print Push
DALLAS–Novell Inc. this week launches a $10 million global print campaign to recast itself as the unifying force behind computer networks of all types.
SicolaMartin, a $65 million technology-specific agency in Austin, Texas, developed the new “One Net” marketing strategy for Provo, Utah-based Novell, whose software connects desktop personal computers to corporate networks.
Said Pete Hayes, SicolaMartin vice president of new business, “[Novell] has needed to remake themselves for some time and this is kind of the coming-out party from an advertising standpoint.”
The first execution of a three-part campaign appears Wednesday in trade magazines and business publications including The Wall Street Journal and Businessweek.