New Xerox Ad Campaign – Simplicity By The Numbers
By Barbara Basney, vice president, Global Advertising, Xerox
When I say Xerox – can you guess how much of our revenue comes from the business process services we provide customers today? If you guessed more than half (and I bet most of you didn’t) then you are correct! In fact, 52 percent of our $23 billion in annual revenue comes from the back office solutions and services we provide companies, governments and municipalities around the world. What does that mean exactly? Well…it means that we are behind the scenes helping simplify the way work gets done for customers in areas like Human Resources, F&A, Healthcare, Customer Care, Public Transportation and Document Management.
Are you surprised that this is what Xerox is all about? If so, you are not alone, as the majority of people don’t know Xerox is a leading provider of business solutions and services. The opportunity to convey what today’s Xerox does for customers became the strategic and creative insight for our new “Made Simple by Xerox” advertising campaign. Watch our new commercials here:
It is bold, fresh and unexpected. And we tell our story using some big “factoids” that powerfully convey the scale and scope of what we do for our customers. Such as collecting 37 billion public transit fares annually, handling 1.6 million customer care interactions daily and processing
900 million health insurance claims every year. And, there’s more — did you know that we handle $421 billion in accounts payables annually, manage benefits for over 11 million employees and reduce document-related costs by up to 30 percent? These are some big numbers, and speak to the fact that we have been doing this for a lot of customers and for a long time.
This new “Made Simple by Xerox” ad campaign debuts today – so check out the Wall Street Journal, and other leading business publications for our print advertisements. And, look for us on network and cable TV programming. If you are on the road and on the run, use your mobile device to check out our new RealBusiness.com site which provides a deeper level of information about our services capabilities and what we do for customers today.
There are many ways that we’re helping our customers around the world simplify the way work gets done, so they can focus on what really matters. In fact, there are almost too many to count – but for this new advertising campaign, you can see that we did!
When she isn’t looking after global advertising for one of the world’s most iconic brands, Barbara is known for her love of all things energetic, athletic and organic. Follow her on Twitter @Bbasney
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12 Responses to “New Xerox Ad Campaign – Simplicity By The Numbers”
Comment 1
David Hinton on Feb 11, 2013This is immensely refreshing to see.
It is equally important to publicise this within Xerox, as well as the outside world. We really want to be knowledgeable and proud of the company we work for.
Personally I try to keep up with the Xerox world by accessing Yammer and The Hub on a regular basis. Not everybody does, so finding a way to disseminate this information to all would be good.
Perhaps we should have shown these ads at the kick off meetings we just had…………
Comment 2
Andreas Weber on Feb 11, 2013Wow, that is straight forward communication. Like it a lot.
Comment 3
Barbara Basney on Feb 11, 2013Hi David – Actually quite a few Kick Off meetings in the US, Europe and Canada opted to show the new ad campaign. All of this advertising creative was posted on The Hub on 1/31– so check it out.
Comment 4
Jennifer Shutwell on Feb 11, 2013Good to see Xerox rebranding itself away from “The document company” and into business processes.
@David, When I worked for a large enterprise company that used to happen to me all the time. I’d find out about announcements from the media instead of knowing it first and being in tune/step with the company.
Good luck with timely communications…they are key to the speed of transformation.
Best Regards…
Comment 5
Barbara Basney on Feb 11, 2013Glad to see you are liking the straightforward approach of the new camapign, as well as conveying what is not expected form Xerox — which are our services capabilities. This should be a big eye-opener for a lot of people who have a legacy perception of Xerox.
Comment 6
girish k on Feb 18, 2013we not good service Bangalore . we need sevice num
Comment 7
Falynne Smith, Xerox on Feb 18, 2013Hi Girish – I’m sorry to hear you’re having problems. Our customer support phone number in Bangaore is +91-80-30461700. Our representatives there will be waiting for your call. Thanks for reaching out.
Comment 8
Bob Farrell on Apr 06, 2013As a lifelong Rochester native, and one that lived just 5 houses from Joe Wilson, bravo on your new ad campaigns. Remember like Gieco, have a bunch of different ways to communicate your message. Serious, factual, funny,etc — it still has to be fun to work with Xerox.
Comment 9
Barbara Basney on Apr 08, 2013Thanks Bob. I am glad you like the new campaign and commercials. They certainly say a lot about Xerox in only 25 seconds, so they are working hard for us on many levels – which was the objective.
Comment 10
John Vaishav on Apr 14, 2013Wow, the actress is gorgeous! What is her name?
Comment 11
Barbara Basney on Apr 15, 2013Yes – Catherine Kresge is not only beautiful but is also quite talented. She has appeared in a number of TV shows, movies and advertising campaigns. She had to be good, because the shoot for our commercials was challenging — and she did a great job!
Comment 12
Joel Bayan on Apr 26, 2013Thank you Barbara Basney for letting us know about Catherine Kresge, she is absolutely amazing, and the perfect choice for the Xerox brand. Sharp, smart lady, selling smart, sharp products! It appears that Xerox has been making the right HR decisions for years. I have two dear high school friends (Dennis & Janice Norton-husband and wife), just wonderful people, who have worked for your company for years. John Vaishav, I was wondering the same thing, I even goggled “who is the actress that does the new xerox commercials” which brought me to this page. I’m a big fan of Xerox, the Norton’s, and now Ms. Kresge!
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