Pitney Bowes Targets Top Execs in New Campaign

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

Developed by New York-based WPP shops OgilvyOne and Landor Associates, 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. That can be avoided by 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 creative director of OgilvyOne. “The advertising was created to showcase Pitney Bowes as 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 CMR.