The campaign, developed by 3Com’s ad agency Mullen, is the company’s most significant branding effort in five years and includes print and online ads. The budget was undisclosed.
One ad positions 3Com directly against competitor Cisco, acknowledging that Cisco controls market share and highlighting the competitive differences.
The ad states that unlike Cisco, 3Com is based on open standards, builds intelligence that optimizes applications, has automatic core-to-edge security and doesn’t require enterprises to be locked into a vendor.
Print ads are running in publications including The Wall Street Journal, BusinessWeek, Fortune, Forbes and IT titles.
The campaign also includes Web site development, online ads, partner advertising and public relations.