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EDS rolls out global branding campaign

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Plano, Texas--Electronic Data Systems Corp. has launched a new multimillion-dollar global branding campaign, the first in the company's 36-year history. Using the tagline "EDS solved," the campaign is intended to raise the awareness of the information technology consulting company as a player in the e-business arena. EDS has recently lost its leadership position in computer services to IBM Corp. The struggling company said earlier this year that it plans to cut 5,200 jobs. The campaign debuted during NFL telecasts Sunday on CBS, FOX and ESPN. The print segment of the campaign will appear in The Wall Street Journal, The New York Times, Fortune, Forbes, Business Week, Fast Company, Wired, Information Age, CIO and Business 2.0. Internet advertising will run on such sites as MSNBC.com, CNET, CNN.com and Wired.com. Fallon McElligott, Minneapolis, created the campaign.
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