Athorn, Clark & Partners Launches Multimillion-Dollar Global Advertising Campaign for Marconi PLC.NEW YORK--(BUSINESS WIRE)--Dec. 13, 1999-- Further Reinforces Agency's Expertise Building Technology Brands and Conveying Those Brand Messages Throughout Fully Integrated Marketing Campaigns Athorn, Clark & Partners (AC&P), a full-service advertising agency based in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of that serves the specialized marketing needs of the information technology and business-to-business industries, today announced the launch of its global integrated marketing campaign for Marconi PLC. Marconi is a world leader in smart broadband optical networks headquartered in London with a market capitalization Market Capitalization A measure of a public company's size. Market capitalization is the total dollar value of all outstanding shares. It's calculated by multiplying the number of shares times the current market price. This term is often referred to as market cap. of $40 billion. The multimillion-dollar campaign kicks off today with three successive print advertisements in global editions of The Wall Street Journal and The Financial Times and will also include television, outdoor, airport and Web-based advertising in the year 2000. The campaign consists of an official renaming/re-branding of the organization, formerly known as The General Electric Company PLC, and positions Marconi to compete directly with other major players in the market, such as Cisco Systems “Cisco” redirects here. For other uses, see Cisco (disambiguation). Cisco System,Inc. (NASDAQ: CSCO, HKSE: 4333 ) is an American multinational corporation with 54,000 employees and annual revenue of US $28.48 billion as of 2006. , Lucent Technologies and Nortel Networks (Nortel Networks Limited, Brampton, Ontario, www.nortelnetworks.com) A world leader in telecommunications products, which includes switching, wireless and broadband systems for service providers and carriers, telephones and systems for residential and business users, computer telephony . Marconi's fully integrated marketing campaign incorporates AC&P's unique expertise of providing clients the combination of strategic corporate branding Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. and the ability to create marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales that reach both the emotional and intellectual sides of its clients' industries. The first advertisements introduce the tagline, "This could be your finest hour," reflecting the company's position to provide real benefits to people through its technology. "This was a once in a lifetime professional opportunity for us. Getting in on the ground floor enabled us to be an essential part Marconi's re-branding strategy," commented John Athorn, co-chairman, creative development for AC&P. "This high level of strategic involvement allowed us to have a total understanding of the company and its industry, enabling us to provide a complete integrated marketing program to position Marconi as a leader in its market space." "With the strategic positioning and development of the `new' Marconi, we have further demonstrated our expertise in building technology brands," added George Clark, co-chairman, strategic development and research for AC&P. "By employing our Think. Do. methodology, we have worked closely with senior management to provide Marconi with a campaign that puts them in the running with their leading competitors and builds a market-resonant brand message." About Athorn, Clark & Partners Athorn, Clark & Partners was established in December, 1998 in New York as a full-service advertising and marketing agency serving the needs of companies in the information technology and business-to-business industries. Its principals bring 30 years of experience to the firm, with particular expertise in creating and implementing marketing communications programs for clients in those niche markets A niche market also known as a target market is a focused, targetable portion (subset) of a market sector. By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. . Athorn, Clark & Partners has 18 employees and a client roster that includes some of the most recognized technology companies in the world. About Marconi PLC Marconi PLC is a global communications and IT business with a long history of innovation and technological breakthroughs. It is a world leader in smart broadband optical networks, with around one-third market share in the field of synchronous digital hierarchy (communications, standard) Synchronous Digital Hierarchy - (SDH) An international digital telecommunications network hierarchy which standardises transmission around the bit rate of 51.84 megabits per second, which is also called STS-1. (SDH (Synchronous Digital Hierarchy) The European counterpart to SONET. See SONET. SDH - Synchronous Digital Hierarchy ), and it supplies the key technologies for the New Public Network and the Internet. With 45,000 employees worldwide and sales in over 100 countries, it is one of the world's fastest growing communications companies Communications Company is a communications unit of the United States Marine Corps. They are part of Combat Logistics Regiment 37 , 3rd Marine Logistics Group (3MLG) and III Marine Expeditionary Force (III MEF). The unit is based out of the Marine Corps Base Camp Smedley D. . |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion