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BearingPoint, Novell execs detail new campaigns at ‘BtoB’ NetMarketing Breakfast

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New York—BearingPoint and Novell Inc. are launching new campaigns with social media components, top marketers from both companies revealed Thursday at BtoB’s NetMarketing Breakfast.

Paul Dunay, global director of integrated marketing at BearingPoint, said the advertising strategy for the campaign currently rolling out is to make the BearingPoint brand “more conversational.” Working with agency Doremus, BearingPoint is putting community at the center of the strategy, Dunay said.

The effort will include a blog, complemented by an RSS feed; podcasts; video; geo-targeting with Google keywords; contextual advertising; traditional media such as print, TV and radio; and participation in high-level industry events. In addition, BearingPoint next week will debut a channel on PGAtour.com called New Game, New Thinking. It will also launch a contest on its 23 presences in Facebook, accepting entries from people who propose “How to make your company more green.” People will vote on entries, and the top five winners will do podcasts with BearingPoint that will be posted on its corporate blog.

Dunay said his online budget is “way up.” “We’ve doubled that spending in this [economic] climate,” he said. “We’ve increased our spending in the Google space, and social networking space, and the blog and podcasting space.”

Novell’s new campaign, with the tagline “Making IT work as one,” is part of an overhaul of its brand positioning, said Phil Juliano, VP-global brand management and corporate communications. In addition to traditional ad vehicles, such as direct mail and print ads, and online avenues, such as search, Novell is busy revamping its Web site, he said, adding that about half of the company’s budget is spent online.

—Carol Krol

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