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BtoB

Nortel unveils ‘Hyperconnectivity’ campaign

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Toronto—Nortel Networks introduced “Hyperconnectivity,” a global ad campaign that redefines the telecommunications company’s role in an increasingly connected network environment.

The campaign, developed by McCann Worldgroup San Francisco, is Nortel’s first new advertising since Lauren Flaherty took over as CMO in May 2006. The budget was undisclosed.

“There is an exponential demand on networks to be connected—not just person-to-person, but device-to-device,” said Flaherty in an interview with BtoB.

“Hyperconnectivity is the marketplace challenge and the marketplace opportunity.”

The integrated campaign includes print, online and out-of-home advertising.

—Kate Maddox

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