The multimedia effort, created by DWP/Bates Technology, Atlanta, marks Fred's return as CDW's unseen brand icon. Fred, who was first used in CDW ads last year, represents all those information technology professionals who keep their companies' computer systems running smoothly.
The campaign, which kicks off May 13, introduces a new tagline, "The Right Technology. Right Away," that reflects the Vernon Hills, Ill.-based company's ability to address customer needs quickly.
TV commercials will run on CNN, Comedy Central, Discovery and other cable networks. Print ads will appear in Forbes, PC World and other business and technology magazines. The marketer's Web site, CDW.com, will include a section called "Fred's Corner," where visitors can view TV ads and submit their own tales from the IT front.
Spending for the new campaign was not disclosed. CDW spent $36 million in measured media in the U.S. in 2001, according to Taylor Nelson Sofres' CMR.