Compaq's brand ads go global

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Compaq Computer Corp. this fall begins its first global brand campaign with a $20 million print, TV and Internet effort that could double in size next year.

Interestingly, the world's top PC marketer will pay for the campaign with money from Intel Corp.'s co-op program, though ads won't mention Intel. Compaq may tap some of its own $100 million-plus product ad budget.

The initial campaign will target businesses, aiming to change the perception of Compaq from a "box company"--a source for computer hardware--to a "solutions" company that can deliver a package of hardware, software and services. In pitching solutions rather than just products, Compaq follows the lead of such rivals as IBM Corp.

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