Dive Brief:
- After more than 20 years away from the medium, Pitney Bowes is running a TV advertising campaign.
- "Craftsmen of Commerce" includes three spots created by Ogilvly New York with the goal of creating awareness among C-suite executives.
- Bill Borrelle, senior VP-brand strategy and integrated marketing communications at Pitney Bowes, told Ad Age, "We have money put into live TV because we have an awareness issue. The perception of Pitney Bowes lags the reality of the technology solutions we provide. TV is an effective medium for us to build awareness among B2B buyers who are clients or prospects."
Dive Insight:
The TV ads are running on national sports and news networks, and includes more targeted local ad buys. Along with Ogilvy’s TV spots there is a digital media aspect to the campaign created DigitasLBi. Brand strategy was handled by FutureBrand.
"We launched a rebranding effort one year ago with a new strategy around accuracy and precision," Borrelle told Ad Age. "We have a long heritage at Pitney Bowes in bringing accuracy and precision to the world of commerce. This campaign is an articulation of our brand strategy."
He added that Pitney Bowes' 95 years of pride, heritage and innovation will “come to the surface in this campaign.