Tektronix Thinks Globally

A&L Print Ads Mark a Shift for High-Tech Firm
SAN FRANCISCO–Tektronix, maker of color printers, network computers and high-tech measurement tools, launches its first global image effort today with a new print campaign from Anderson & Lembke. The ads will run in trade and business publications in 24 countries, including Korea, India, Italy, France and Australia.
“This campaign is a dramatic change in how we advertise,” said Shelley Marchesi, a representative for the Wilsonville, Ore.-based Tektronix. “For so many years, we’ve been showing a fragmented face to the world instead of sending a cohesive message. It was the competition in the color printer business segment that really woke us up to the need to solidify our message and come to grips with the challenges in that market from competitors like Sony, Hewlett-Packard and Canon.”
The first stage of Tektronix’s $20 million brand awareness campaign does not feature a tagline. Instead, A&L opted to use a graphic that the agency’s creative team has dubbed a “ubiquitous big idea.” Each of the ads features a thought bubble not unlike those used to indicate a character’s thoughts in a comic strip.
“The thought bubble is a simple graphic icon that means ideas, no matter where you go in the world,” said Adam Kaufman, creative director for the San Francisco-based A&L. “We did two rounds of focus groups in various countries that Tektronix is targeting with this campaign, and the thought bubble was a real winner each time.”
“The challenge for us was to express the innovation of Tektronix in a way that would be effective from San Francisco to Shanghai,” said Barbara Reynolds, A&L’s associate creative director. “Tektronix [makes] simple, innovative products that help people stretch their own imaginations. That’s why the thought bubble is so great.”
One ad for a Tektronix color printer features an empty thought bubble surrounded by a psychedelic background of color. The headline reads, “So what’s your idea of great color?” Another ad for a network computer shows an empty thought bubble made from a rubber band, with the headline, “What would it take to stretch your idea of a network computer?”