DWP Builds on CDW’s Customer Relations

ATLANTA DWP//Bates’ breaking work for CDW woos government and educational procurement officers with humor.

A television, outdoor, print and radio campaign from the Atlanta agency, a member of the Cordiant Communications Group, features dedicated CDW personnel in exaggerated acts of customer service.

Campaign spending was not disclosed. The client spent $38 million on advertising last year, per TNS Media Intelligence/CMR.

One spot shows a man studying quantum mechanics to create wormholes that will enable faster shipment. In another, an account manager is so obsessed with technology product manuals that she reads them to her daughter at bedtime. A third ad shows an engineer training his fingers to configure systems faster by exercising them on a miniature obstacle course.

The new work builds upon the relationship CDW has with customers, according to the client. “Previous campaigns solidified the idea that CDW understands IT people and will be there for them,” said Ridge White, agency president.

Commercials will air on network and targeted cable stations such as CNN, Sci-Fi and Comedy Central. Print will run in business and trade publications including The Wall Street Journal, Fortune and PC World.

Headquartered in Vernon Hills, Ill., the client supplies computer hardware, software and services to businesses, government agencies and schools.