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Xerox Corp. breaks an estimated $10 million push for its new Document Centre digital copier line today via the newly formed Y&R/ Wunderman Partnership, an alliance of Young & Rubicam's Y&R Advertising and Wunderman Cato Johnson, both New York.

The effort includes general advertising, direct-response TV and other direct media.


The campaign departs from prior Xerox TV advertising in that it aims to build consumer awareness of the marketer's emerging digital products while also developing sales leads for a new printer line through an offered informational video.

New advertising features Diedrich Bader from ABC's "Drew Carey Show" and will run for three months primarily on cable channels such as ESPN and CNBC. The ads will run simultaneously with telemarketing, direct mail and sales collateral support.


The direct-response spots continue a creative approach employed by Y&R's general advertising, where computers and printers interact with one another with messages popping up on monitors and papers appearing in printer trays.

In the spots, Mr. Bader's face is copied on a printer and his newly photocopied image continues talking.

"We expect in the near future that [digital technology] will be about 50% of our market share," said a spokesman.

This is one of the first integrated campaigns to be developed by the alliance, which involved top management shifts.

"We made a recommendation to Xerox that Wunderman Cato Johnson dedicate a person into the Y&R core team [two years ago], so we could build plans for Xerox from the bottom up," said Steve Zammarchi, Wunderman exec VP-account director.

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