From: Subject: EDS Campaign Spotlights Clients Date: Mon, 7 Apr 2008 10:32:50 -0400 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_010A_01C8989A.BAA8A860" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3198 This is a multi-part message in MIME format. ------=_NextPart_000_010A_01C8989A.BAA8A860 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003785828 EDS Campaign Spotlights Clients
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EDS Campaign Spotlights Clients

April=20 04, 2008

By Elena Malykhina
EDS is putting its clients front = and center=20 in a new campaign showing how American Airlines, = General=20 Motors and others rely on EDS to do business. =
In the ads, = created by TM=20 Advertising, Dallas, products and services from = those=20 companies, plus Molson Coors and Xerox, are = prominently=20 featured on the page with EDS' logo appearing in = the=20 corner, carrying the tagline "Behind success = there's=20 EDS" and a brief case study-like description. = EDS,=20 Plano, Texas, increased its U.S. media spending = from=20 $4.9 million in 2006 to $6.4 million last year,=20 excluding online, per Nielsen Monitor-Plus.
"We want clients = and potential=20 clients to remember that EDS is behind success, = the ally=20 behind some of the world's most successful = brands and=20 the most important products and services," said = Brian=20 Renaud, account director at TM Advertising.
Print ads started = running this=20 week in The Wall Street Journal, The = Wall=20 Street Journal Asia, Forbes, The=20 Economist and other publications. Online = placement=20 includes WSJ.com and Forbes.com, mirroring the = print=20 ads. Online directs viewers to the campaign's = microsite=20 (www.eds.com/success). TV spots will break later = this=20 month, debuting in conjunction with the EDS = Byron Nelson=20 Championship golf event scheduled April = 24-27.
The target = audience for the=20 campaign is senior-level executives and business = decision-makers. Such execs would likely be = impressed=20 with EDS' roster of large clients since it's = rare for=20 companies to use other brands in their ads, = especially=20 brands that are prominent and have a global = presence,=20 said Roger Kay, president and founder of = research and=20 consulting firm Endpoint Technologies = Associates,=20 Wayland, Mass.

"What it=20 says to the audience is that EDS must have done=20 something good for these companies in order for = them to=20 allow their names to be used in the ads. Large = companies=20 are usually reluctant about doing that," Kay = said. "From=20 EDS' perspective, it's very effective because = 'reference=20 selling' is the best way to sell."
Still, client-focused ads are not = so unusual=20 in the IT world. Both Oracle and SAP have used a = similar=20 approach in the past. SAP launched ads in 2000 = as part=20 of its "The Best-Run Businesses Run SAP" = campaign,=20 featuring clients like The North Face and = Nestl=E9. Oracle=20 used "The Best Companies Run Oracle = Applications"=20 tagline to highlight its own large clients, such = as=20 7-Eleven.

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