Research Triangle Park, N.C.—Nortel Networks this week will launch a global brand campaign with the tagline "This is the way. This is Nortel," created by the Richards Group, Dallas.
The campaign is designed to rebrand Nortel as a telecommunications leader, following a year during which the company has been hit by financial scandals and the ousting of several key executives, including its former CEO and several financial executives.
The campaign is the first for Nortel since it hired Clent Richardson as its chief marketing officer earlier this year. It includes TV, print and online and is aimed at CEOs, CIOs and CFOs. It is Nortel’s first TV advertising since 2001.
The campaign focuses on how people use networks powered by Nortel to improve their lives.