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NEWS: Xerox launches ‘Work can work better’ campaign

Business services company Xerox has launched a new brand strategy to help usher itself into the digital age.

The company is keen to alter its current image as a printer and photocopier firm by highlighting a number of other business solutions it offers.

The campaign, which launches September 24 in the UK, features a 30 second TV spot, with five more planned over the coming weeks.

The first ad encompasses the message ‘everybody’s talkin’ at me’ to highlight the sometimes overwhelming abundance of business solutions on offer.

Backed by Harry Nilsson’s song of the same name, the advert shows a businessman being inundated with business solution plugs as he works through the day.

Xerox hopes the campaign will demonstrate its ability to combine technology and human insight to increase business efficiency.

The company has also redesigned its content to be more social media friendly, encouraging clients to share their stories across all devices.

John Kennedy, VP and CMO at Xerox, commented: “The technology choices available to address business problems continue to expand. Clients need practical solutions that address the way people, business processes and technology intersect for real business outcomes.”