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CDW Rolls Out New Ads Featuring a Barista, a Class Clown and a Fanny-Pack Wearer

Spots Are Latest Additions to 'IT Orchestration by CDW' Campaign

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Tech company CDW is rolling out new TV spots today in its "IT Orchestration by CDW" brand campaign, featuring a barista, a class clown and a fanny-pack wearer.

CDW will introduce five new ads, created by Ogilvy & Mather Chicago, showcasing its partnerships with technology companies including Cisco, Dell, HP, Hewlett Packard Enterprise and Intel.

"Dell is a new partner since the March campaign," said Dean Lamb, director of brand and sponsorships at CDW. "This is the first time Dell has been in the campaign, and we are excited to have them with us."

In March, CDW launched a new brand campaign to highlight how it partners with big IT companies to provide solutions for customes in retail, healthcare, education and other industries.

"We did a lot of research going in and coming out of the March campaign," Mr. Lamb said. "What we're looking to do with this campaign is modify the purchase funnel to incorporate targeted reach as well as broad-reach activities."

For example, CDW will use addressable TV buys and account-based marketing, in addition to the TV ads. It is also running radio and out-of-home in select markets, including Chicago, Indianapolis, Milwaukee, Detroit and Las Vegas.

TV ads are running on cable networks including AMC, CNBC, ESPN and HGTV.

One ad, called "CDW Orchestrates Working from Anywhere," shows a coffee shop where CDW is using Dell PowerEdge servers with Intel Xeon processors to let people work from anywhere. Instead of ordering coffee, customers have set up shop with their laptops and mobile devices. One woman approaches the barista and says, "Hey, could I get a couple of copies?"

In another ad, called "CDW Orchestrates the Modern Classroom," the class clown is not happy about CDW's use of technology to improve education.

"The cloud app ecosystem got everyone excited about learning again, instead of my hilarious pranks and shenanigans," says the class clown. "And the new wireless infrastructure lets Miss Smartypants access her data from anywhere."

"We wanted to talk about our services capabilities and how we are helping the education market and helping teachers modernize the learning experience," said Mr. Lamb.

Other ads showcase CDW's partnerships with tech providers including Cisco and Hewlett Packard Enterprise to modernize printing, retail and supply chain operations.

The campaign budget was not disclosed.

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