Pitney Bowes Image Push Stresses ‘Partnership’ Position

BOSTON Pitney Bowes today launches what the company is calling its most significant image campaign in nearly 20 years.

Ads were crafted by New York-based WPP shop OgilvyOne; sister agency Landor Associates developed the overall brand positioning. The print, online, direct, outdoor and collateral effort introduces “Engineering the flow of communication” as a tagline.

The work uses restrained humor in an attempt to convince CEOs, CFOs and other corporate decision makers that Pitney Bowes products can help them manage their daily flow of communication, allowing their businesses to run more smoothly and efficiently. For example, one ad promises “Satisfaction guaranteed or your monkey back,” then goes on to explain how inaccurate communications can lead to increased costs and angry customers. All of that could be avoided through using the integrated solutions offered by Pitney Bowes, according to the ad.

The goal: repositioning the company “as an essential partner” for businesses, rather than just a supplier of office products, said Bruce Lee, executive CD of OgilvyOne. “The advertising was created to showcase Pitney Bowes an an innovative company as well as its hidden genius in this area.”

Spending was not disclosed. The Stamford, Conn., client spent $3 million on ads last year and $7.5 million in 2001, per Competitive Media Reporting.

Pitney Bowes recorded a 7 percent sales increase to $4.4 billion in 2002 compared with the previous year; its net profit improved 25% to $610 million.