This will be the first global campaign for the world's No. 1 PC marketer and marks a plan to have a constant message in front of customers rather than the on-and-off product campaigns Compaq has done in the past.
The campaign introduces a new icon-an "@" symbol underscored by the word "access"-that over time will be used in virtually all advertising, packaging and brochures to associate Compaq with "access," according to VP Communications Jim Garrity.
The campaign, expected since summer (AA, June 24), positions Compaq as the source for computing systems with the lowest total cost of ownership.
Compaq will spend about $30 million through yearend and an estimated $100 million next year on the brand campaign. That's on top of the estimated $100 million it will spend on product ads in '97, down from about $120 million this year.
ADS FROM AMMIRATI, BATES
Ammirati Puris Lintas, New York, created the brand effort running in North America, Japan and Latin America. Print starts Oct. 22 in The Wall Street Journal; network and cable TV starts Nov. 3. Bates Europe, London, created a distinct TV and print brand campaign for Europe and the Asia/Pacific region, also using the "@" icon.