Doremus Promotes EFI in Print, Online

SAN FRANCISCO Omnicom Group’s Doremus here has broken a print and online campaign for digital imaging and printing company EFI (Electronics for Imaging), featuring planets in perfect alignment, the agency said.

The first ad in the series shows five aligned planets, each representing an EFI solution. The headline: “Fact: The best-managed printers in the universe align their business with EFI.” Copy goes on to say that the world’s leading printers rely on EFI for business solutions.

The online component of the campaign is on, where the company offers prospective customers a free resource kit titled “Future of Printing.”

The campaign’s goal is to expand awareness of EFI as a provider of printing solutions that drive predictability, control and efficiency, the agency said, as well as to generate leads for specific products such as Fiery, PrintSmith, PrintMIS and EFI Proofing with Best technology.

The campaign launched this week at trade shows, in online banner ads and in publications such as American Printer, Graphic Arts Monthly, Printing Impressions, In-Plant Graphics, The Big Picture, Electronic Publishing and Graphic Design USA.

The target market for the campaign encompasses decision-makers at commercial and quick printers, central reprographics departments and companies that use digital print solutions, according to the agency.

EFI’s competitors in its core controller markets include Creo, a division of Kodak, and original equipment manufacturers such as Canon and Xerox.

Campaign spending is undisclosed. EFI is based in Foster City, Calif., and spent $1 million on advertising in 2004, the last year for which figures were available, per TNS Media Intelligence.