Conference 7.286::digital

    
     Washington Post 08-11-1994.
    
     Right smack in the middle of the main section.
    
     This is NICE.
    
    -Mike Z.

    
        This ad and similar ones are shown in a videotape of a high-
        level managers (top 150) managers' meeting.  Glad to see this 
        one out so soon.  They all had the same assertive tone, with 
        a sense of humor; real attention-getters.
    
        It feels real positive for a change.
    
    
        Peter
    

Sounds nice, but should they change
      
  >But don't worry, we're planning a comeback.

To be something like 'we're speeding up for a comeback'.


Planning and planning and planning and planning..... has always been a 
Digital specialty ;^(.

--Ritva  

    The "comeback" ad is also being run in today's USA Today on page 8A/B.
    A customer brought this to our attention this morning!
    
    Well put together ad! 
    
    Call me an optimist, but I do believe we (Digital) really are beginning
    to make a comeback.                                   
    
    Tom

    Glad to see it, but it should read "making a comeback", not "planning".

    re -1
    
    agree.. It should be "making a comeback".
    
    Is it in the WSJ also ?

    re .6&.7
    
    I think it's called "tongue in cheek", and I thought it was a rather
    broadly humorous touch, in the context of the numbers being thrown
    around.  Not up to the old VW ads of many years back, but pleasantly
    amusing - like the "you'd think we invented networking..." ad.
    
    /Butch

    I agree, it was entirely tongue-in-cheek.  Given the growth numbers, it
    should be obvious to the reader that we are already in growth mode for
    our core businesses.  The fact that say we're "planning" for growth
    is a sarcastic exclamation point.  I like it!
    
    As a side note, given the endemic depression and hand-wringing over the
    bad financial performance of the company over the last several years, I
    truly look forward to the turn around.
    
    If you think continuous bad news has a catastrophic impact on employee
    morale, imagine what this place will be like when we turn the corner
    and start winning again.  A hungrier, more focused workforce will
    finally emerge.
    
    Mark.
    

	I haven't seen the ad yet, but it sounds great! Is there a light at
	the end of this tunnel .... I'm starting to see one and its about 
	time, keep the positives coming! 

	RC

    look in VTX livewire for the text of the Ad. 

The following two-page newspaper ad appeared today in the Wall Street
Journal, USA Today, New York Times, Washington Post and the Boston Globe.
It is scheduled to appear in Barron's, Financial Times and the international
edition of the Wall Street Journal.

--------------------------------------

                 In the past year, we've seen our storage
                  business grow 30%, our PC business grow
               100%, and our Alpha AXP sales increase 164%.

                                 But don't worry, we're
                                 planning a comeback.



 Some people think those figures already represent a comeback.  To us,
 it's just a beginning. Because what we're coming back with is a whole new
 way of doing business.

 At our new Computer Systems Division, we're taking the lessons learned in
 our PC operation and applying them to our core business.  The result:  a
 division with its own manufacturing, engineering, sales and marketing -
 one that lets us pay more attention to your needs. And helps us develop
 better products more quickly. At even more competitive prices.

 In short, Digital is changing. From a company famous for a complicated
 decision-making process, to one famous for decisiveness.  From a company
 legendary for its proprietary products, to one unequaled in the openness
 of its systems and its range of choice.

 THE BEST OF CISC,
 THE BEST OF RISC

 That choice begins with two equally supported platforms -- Intel(TM) CISC
 for very high volume and high performance PC clients and servers, and our
 64-bit Alpha AXP(TM) RISC for absolutely blinding performance in
 workstations and servers. And if you want to switch from CISC to RISC, we
 offer the only products you can convert.

 Now the industry is finally beginning work on 64-bit RISC, and we're
 happy to see this endorsement of Alpha AXP.  But HP and Intel say it'll
 take a few years. We have 64-bit RISC now. With 6,000 applications.

 OUR SYSTEM:
 MANY SYSTEMS

 Fact is, Digital is a multiple operating system company because that's
 what most of you are.  In DEC OSF/1(R), we have the most standards
 compliant, highest quality UNIX(R) in the industry. IT gives you
 outstanding high availability features through clustering and the fastest
 recoverability of any UNIX on the market. And ours is the only commercial
 64-bit UNIX system, which experts say will keep us the price/performance
 leader for years.

 We offer OpenVMS(TM) because millions need it, as it provides the best
 clustering capabilities on the market for high-security, high-throughput,
 business-critical work. We plan to support it, invest in it, keep
 customers fully operational with it, and introduce it to new customers as
 well.

 What's more, Digital has partnered with Microsoft(R) to bring you the
 Windows(TM) operating environment, Windows NT(TM) Workstation and Server.

 All these system options give you one very important thing.
 Choice without compromise.

 OUR SOFTWARE: TRULY OPEN

 This attitude of openness of course extends to software. One excellent
 example is our PATHWORKS(TM) application, which lets you connect with
 anybody on virtually any network operating system, no matter what client
 you're on. And our LinkWorks(TM) software lets you share and edit work
 regardless of application, on most any network operating system.

 OUR STRATEGY:
 YOU CALL THE SHOTS

 So why do we think this multiple platform/multiple operating system
 strategy is the way to go? Because it means we never have to force a
 migration on you.  You choose what's best now and we support it.  You
 decide when, where, or if you want to migrate and we provide what you
 need. Simple.

 THE MOST ADVANCED TECHNOLOGY

 We think our technology leadership goes without saying. Nothing proves
 this better than our pioneering 64-bit RISC architecture. Where else in
 this industry are so many competitors so far behind a single leader?
 Right now, our Alpha AXP clients and servers offer the highest
 performance and the best price/performance you can buy.  Which may have
 something to do with the more than $1 billion in Alpha AXP systems we've
 already sold.

 THE EASIEST TO DO BUSINESS WITH

 One of the few things at Digital that definitely isn't changing is the
 world-class service and support we provide. But we're always looking for
 ways to meet your needs more quickly, more comprehensively. That's why
 we're now dramatically expanding our relationships with resellers, VARs
 and System Integrators. Of course, if you need a direct relationship with
 Digital, we're here, with our partners, delivering the products.

 In any case, our goal is to become the easiest company to do business
 with.

 With the products, technology and support that will keep you competitive
 into the 21st century.

 Just like us.

         (C) Digital Equipment Corporation, 1994.  Digital, the DIGITAL
         logo, DEC, Alpha AXP, LinkWorks, PATHWORKS, and OpenVMS are
         trademarks of Digital Equipment Corporation. UNIX is a registered
         trademark of UNIX System Laboratories, Inc. Intel is a trademark
         of Intel Corporation. OSF/1 is a registered trademark of Open
         System Foundation, Inc. Microsoft is a registered trademark, and
         Windows and Windows NT are trademarks of Microsoft Corporation.

    That's more like it.  Of course, I could wish that the powers that be
    recognize that there are worthy newspapers which are not headquartered
    in the East (try San Fran, Los Angeles, Chicago, etc., etc.), but that
    would be nit-picking!
    
    M.

    
    	Sounds good; haven't seen it in today's SAN JOSE MERCURY, though!
    
    	In fact I dare say, scale down the ad $$$ spent on New York Times,
    	Washington Post, and shift that expenditure to make Digital
        AT LEAST register in the heartbeat of THE [SILICON] Valley!!
    	
    	Digital is a HAS-BEEN here, that old dying east coast computer
    	company, ya know! If Digital really wants mindshare, PLEASE
    	discard this "east coast" mentality!
    
    	- Voice from Digital's Timbuktu!
     

    
    Glad to hear positives on the campaign.  The placements started in the
    U.S. based newspapers this week - they will ramp up overseas at end 
    of August, based on vacations patterns of customers. WSJ started
    overseas today as well.
    
    You will see magazine placements as well - here in U.S., and in major 
    countries overseas. 
    
    Tradeoffs on regional U.S. newspapers are due to cost and reach vs. National
    papers, and implementing an effective global campaign. Newspapers can be
    implemented quickly, but are more expensive per insertion.  

    Boy, I like that ad!  Thanks to the folks that did it!
    
    Steve

    re -.15
    
    I understand the costs vs coverage considerations in advertising,
    but in this case, I believe my point is TOTALLY missed.
    
    If one is a player or a wanna-be (like Digital) in the Valley, then
    it is COMPULSORY to get exposure in the San Jose Mercury - please, 
    this is not your everyday regional newspaper.  
    
    Was there any market research done on this?!
    
    - Timbuktu                          

    When I got home I opened the Globe to actually see the ad.  I liked
    it even better.
    
    I posted the text of the ad to a couple of Internet newsgroups which
    had recently been bemoaning Digital's inept marketing and apparent
    backing away from VMS, which was termed "the Rodney Dangerfield of
    operating systems".  I was astounded when I was forwarded a memo
    a few days ago saying that, horrors, we'd now be actually trying
    to sell VMS to NEW customers!  Imagine!
    
    Great job!  Keep 'em coming!
    
    					Steve

Didn't IBM run ads like these just after the start of their major losses?
Maybe after they hired Gerstner?

Of course, IBM pulled it off...

BobW

    
    I was with the senior management of a major Commercial Distributor
    (DigitalSpeak read: Master Reseller) business partner today who will
    sell over $40 million in Digital products this year and they are
    absolutely thrilled to see this ad campaign. They have bemoaned the
    fact that until now they've had to go it alone to explain why Digital
    is not such a bad choice to potential customers. With this sort of ad
    campaign the job of reselling our products helps to remove the "Digital
    viability" issue out of the sale and puts the issues back into the
    product/price/performance/features/functions area where it should be.
    
    Great work! and Thanks from our distribution partners!
    
    -Joe
                                                 

	I just saw the ad (USA Today), and it's great! The best (PC adds are
	great too!) I've ever seen. My hats off to the people responsible.
	Keep up the good (no great) work! I hope that this is an indication
	of more "good" things to come/happen. Our "heads are out of the sand",
	finally! Good job!


	Rick C.


	

    
    
    		AMAZING what a little advertising will do!

This ad, or something like it, should also be run in computer industry
publications such as Computerworld and Datamation.  And yes, it should
definitely run in the San Jose Mercury, which is considered *THE* newspaper
for the west-coast high-tech industry.

					Steve

    Has anyone considered sending this ad to all our business partners
    direct?  Perhaps we can get them pumped up too, about the positive
    things we have accomplished with Alpha, PC's networks, and storage. 
    
    Afterall we are *MORE* dependent on them than ever before.

    great ad
    
    best I've ever seen at DEC
    
    My only problem with it is that the typical Globe reader does not know 
    what Alpha AXP is - Unfortunately, it does not sound like something 
    people want.  What I mean is - a kid going to college, an owner of a
    small business etc....

    In all honesty, why would a 'kid going to college' want an Alpha AXP?
    

    
    Re; -1
    
    Because the 'kid' will soon be in a high power job and making
    decisions?
    
    
    Max.

    >> Because the 'kid' will soon be in a high power job and making
    >> decisions?
    
    
    Wish I was that kid, then I'd be able to _afford_ an Alpha AXP while
    going to college!   ;^)

    
    He's going to sell it, and therefore he want's something
    expensive! :-)
    

    A kid may want the fastest, most powerful computer his parents will 
    buy him.
    
    To tell you the truth, I was just making the point that if you are
    advertising in a non-industry related publication, you must consider
    your readership.  
    
    Digital, even when they place a good ad - missed an important
    aspect of marketing.  KNOW YOUR MARKET     

re: last few

get a grip!  get a clue!  f i g u r e  i t  o u t ! ! ! 

THE AD IS NOT AIMED AT KIDS GOING TO COLLEGE OR MOM AND POP SHOPS.  They are not
our (direct) customers (anymore).  

It's intended for our direct customers:
	1. global accounts
        2. channels (VARs, OEMs, Distributors, Superstores)
	3. all accounts in between the IB4000 and the global accounts
		i.e. accounts who buy between say $1 million and $10 million

In other words, it's aimed at (duh!) readers of the WSJ, NYT, Boston Globe(?),
and USA Today (business folks who get it free in the hotel with their 
breakfast).

I think leaving it out of the San Jose Mercury may have been a mistake.

Bruce

    This may be beating a dead horse. But the ad should run in the San Jose
    Mercury (it's not too late, you know). The what every company wants for
    their advertising dollar is the most bang for the buck. I know that I
    have seen more copies of the Mercury outside of California (in
    bookstores, hotels and such) than I have seen the Globe outside of
    Mass.

    Frank M.

    B.T.W.  It's REALLY GREAT seeing such a positive attitude and outlook
    from the Noters in the conference lately. Maybe some people in the
    company really are trying to put the past behind them and move on.

    But the ad was missing a critical piece of info:
    
        Digital Equipment Corporation is the world's leader in open
        client/server solutions from personal computing to integrated 
        worldwide information systems.  Digital's scalable Alpha AXP 
        platforms, storage, networking, software and services, together 
        with industry-focused solutions from business partners, help 
        organizations compete and win in today's global marketplace.
    
    We put this in EVERY press release, why not our ads?
    
    Or does anyone really believe this???

re .33

Thankfully, we didn't include this content-free drivel in the ad.

    Hear. Hear.
    
    This "leader" bit and "leadership technology" blurbs are immediate
    turnoffs. It not only sounds arrogant (which it is) but
    when it comes from a company that is in serious trouble and
    fighting to find its right place in life it sounds pitiful.
    
    Great technology, ok. But a leader is only a leader when others
    proclaim him or her to be a leader otherwise he or she may just
    be a lonely man (or woman) in the desert...
    

        
    >		AMAZING what a little advertising will do!
    
    AMAZING what a little top class advertising will do...

    It sounds like a good ad but since the world obviously ends on the east
    coast of the USA we won't see it here.
    
    Has this ad been written by the new advertising company we've hired or
    by the old one? (*or* did someone in Digital Marketing dream it up?).
    Have we decided on a new advertising company yet?
    
    Tony.

    	Has the ad been translated into French yet? I would guess that
    anything up to 5% of our customers read "Le Monde", but I had never
    heard of that California newspaper until this string of replies.

Anybody know when the ad is scheduled to appear in Europe?

Steve

So who did the ad?  Marketing or a 3rd party ad agency?
Nicely done.

I looked at the WSJ ad posted on a bulletin board and 
saw 1 miniscule nit  ...

There is a nice 'Client/Server' cut-away cube diagram that 
displayed NT, VMS, and OSF and how OSF runs on ALPHA RISC, 
VMS ran both ALPHA RISC and CISC technology and NT on INTEL
CISC.  

... Did not show that NT runs on ALPHA.  I guess it could
have cluttered the picture a bit.

(I did say miniscule ...)

>    AMAZING what a little top class advertising will do...

What, exactly, HAS it done?  Are results pouring in already or is it your
hope that it will do good things?

    Re:  Attitude Change.
    
    I too have noticed a dramatic change in attitude in this notes
    conference.  I have also seen it spread around our office, starting
    from those folks I know who read this conference.
    
    However, it did not start with the ad campaign.  I haven't seen it in
    Australia.  It started with
    
    
    the re-birth of a single person in Chicago who had the courage to tell
    the DECWorld that he was starting to see the light.
    
    Greyhawk - Say G'day to anyone in Chicago who might still remember me.
    
    Bill

    re: -1
    bill...
    
    i observed the same thing... isn't it 'friggin amazing?
    
    t.

>>    AMAZING what a little top class advertising will do...

>What, exactly, HAS it done?  Are results pouring in already or is it your
>hope that it will do good things?
    
    What it has done is show (the beginnings of) an _attitude_ change. 
    It _doesn't_ say "we've doubled our alpha sales why wait?" (in
    other words, we're the greatest and the latest)
    but "we've doubled our alpha sales and we're working
    hard to correct our mistakes, the most important
    being lack of focus to you the customer".
    
    This IS a major result. Put another way, this is the very first
    ad where I didn't think Digital either had its head way up where the
    sun don't shine or waist deep in mud. It also explicitly acknowledges
    what customers have been complaining of over and over and over again.
    And acknowledging is the first step in correcting. Ask any AA goer.
    
    Aggressiveness, knowledge and a lack of arrogance can 
    be a powerful combination.                                         
    
    re roelof

Can anyone enlighten me on the symbolism of the lone chair, sitting
near the overgrown tree in a planter picture?  (upper left picture
in the advert.)  I understand the "re-birth" symbolism of the sunlight 
and clouds picture, but for the life of me I can't figure the other one out.

DC

p.s. I think this AD is a significant move in the right direction.

    Wow, I haven't seen the Ad yet, but the more I read these descriptions,
    the more it sounds like ...
    
    A Near - DEC experience
    
    Dave

I wouldn't look to find some significant symbolism in every detail in the ad,
especially the pictures.  I think the picture in the top left is simply to
symbolize growth or life.

Bruce

Terry Shannon (an industry analyst) wondered (in an Internet newsgroup
posting) whether the tree had been "fertilized with previous DEC marketing
swill".    I jokingly responded that no, it was composted DEC rumors from
newspapers and trade rags....

				Steve

    .45
    
    I don't know about the chair but to me the tree represents the
    significant growth in the areas mentioned in the ad.  The size of the
    tree compared to its container may represent the significant size of
    our growth compared to what one might expect considering our recent
    troubles (or considering the rhetoric of our competitors).
    
    jeff

    
    
    Are we trying to get our message across via advertising or are we holding 
    an art exhibit which is subject to interpretation?
    
    
    Mike 

    Re .45:
    
    I think the "planter" is a desk, and I'm not sure whether the tree is
    in the background or part of the shrub.
    
    With the chair away from the desk, the image is one of "no one's been
    around to tend to the growing business on the desk."
    
    I'd hate for the "planning on a come-back" phrase to be associated with
    the plans on the desk.
    
    Frank

Is the tree an "apple" tree...

    Does anyone know why this ad has no call to action? no phone number, no
    'call your local office' or how to contact a distributor, or even our
    name? not even the corporate address, or a stock market symbol, just a 
    digital block logo.
    
    I guess since our name are logo are such a household word we dont need
    any more identification.

    So - will it make it to the San Jose Mercury News?  Who is responsible
    for making that decision?  Does he/she read this file?
    
    The ad is impressive!
    
    Steve

    FYI, the ad appears in the August 15th issue of Digital Today.
    
    Nice job!
    
    John

    Is this the work of the new advertising bureau we were due to hire?
    
    When last I heard we were down to a choice of 2 companies.

    even a last place team wins one every so often, our key is can we climb
    to BEST IN CLASS with a reputable marketing firm...maybe we can reclaim
    #3?

    	I agree with .51.  The tree appears to be in the background and the
    planter looks like a desk...perhaps an old empty wooden desk from the
    Mill...maybe even KO's...with moss growing high on it.  Seriously,
    don't read too much into the pictures.  If they are supposed to
    symbolize something, it should be obvious, or the ad fails.  I think we
    could have something here.
    					JT

    The tree on the desk communicates monstrous growth (at least, it does
    to me).   The "clouds" shot is obvious.
    
    Great ad - I really hope it helps change some percpetions out there and
    encourage folks to give Digital a second look...

    I think Rivier College uses the tree as a symbol of growth?? some one
    please correct me if I`m wrong?

The tree symbolizes HP.

The empty chair symbolizes a Digital field service rep, after
getting a bit tired of seeing that tree grow, has up and left 
for an axe (standard issue) in the car.  ;*)

    
    	Wasn't going to say anything in this conference thread. I think it's
    great you like the ads. They are different. People should'nt give me
    too much credit, this place still manages to drive me nuts half the
    time. But things is looking up...
    
    	I love our PCs, and Sable is a real server, not one of those
    wimpy 486 multicard "I'll process when I'm damn good and ready" things.
    
    	The jury is still out on Alpha workstations, But VMS will still be
    in use when everybody reading this note is long gone, and their kids
    are collecting social security.
    
    	Other than that,...:-)
    
    
    	BTW, the tree is Microsoft's, the lone chair is mine. And I use
    the planter to hold all my money when I'm not in Las Vegas.....
    
    		G'Day, mates
    
    
    			the Greyhawk

    
    	I like the Ad. in the Financial Times so much, and find it so
    encouraging, that I have fixed a copy on the cupboards outside my cube
    for all to see.  Unfortunately, most people rush past and fail to see
    it is there, much less stop to look at the headlines even.
    
    	It is the first really positive advert. from DIGITAL that I have
    seen in the 21 years I have been in the company!  It makes me feel good
    about the company and looking forward to a future.  It has lifted my
    morale out of the mire a little - still some way to go though!
    
    				Malcolm (in REO D1).

    
    Hay,
    	Its not only lifted your morale, but I've heard customers say:
    
    		'GEEZZZZ DEC (yes they don't care what we call ourselves)
    
    			ITS ABOUT D*MN TIME!  GOOD STUFF!'
    
    		'You know its kinda hard to get my management to invest in
    		 a company that looks like its going under.'

The ad ran again in the Boston Globe today.  Why?  I'd think the money would
be better spent running it elsewhere.  It's not the sort of ad that really
needs running multiple times.

					Steve

    IMHO, not from courses but from growing up in a family where the rest
    of them worked on/near Madison Ave....
    
    An ad which shows once, conveys a much different message than an ad
    which stays before you.
    
    Imagine: Coke withdraws all signs and spots.  Intel stops all ads, and
    only shows their name "inside" the box.  Churches move into office
    buildings, with no name on the door.  Within weeks, you'd find it
    easier and easier to imagine life without them.  Within months, you'd
    be asking, "did something fall apart at xxx?".  Have you noticed how
    thouroughly a movie is publicized.  Only one ad, once?  Give it a
    break!
    
    It was even a mantra in advertizing: to simply even hold market share,
    you must target advertising to keep your name in front of your present
    customers.
    
    DEC acted as if they could afford to ignore everybody else's hard-won
    experience in making advertizing work.  Then, in one of the recurring
    industry cycles when startups grow like weeds, proliferate, then die
    off, in one of these cycles we failed to differentiate ourselves
    favorably, and DEC died (metaphorically) instead.  
    
    Having seen us roll over once (as DEC), the market wouldn't be surprised 
    if Digital disappeared, too.  Keep up the good work, you struggling
    advertizing folk.  Don't disappear tomorrow, next week, next month.
    Make us visible even next year.  Pick at least some media where our ads
    bring up fresh viewpoints, month after month.  Exemplify continuity. 
    
     

     re.66
    
    Couldn't have said it better myself.  Spending a lot of money in
    creative development and running ads only a couple of times essentially 
    is a waste.  The goal is to surround the target audiences with
    consistent messages for impact and staying power.  You will see this 
    campaign move from newspaper implementation to more and more magazines
    as we enter the last week of August and into September.  Most of the 
    international rollout also occurs in this later August timeframe.
    
     

Ok by me, as long as we're spreading it out.

				Steve

    	It's reasonable to hold the French version until September - France
    is on holiday until then.

    
    The San Jose MErcury News will have the "Comeback" ad placed once a
    week for the next 4 weeks - I believe starting this Thursday.

I'm looking forward to seeing the follow-up ads.  This particular ad is not
the kind that is useful to run too often.

					Steve

The San Jose Mercury News has this ad in a two page spread today,
in the main section of the newspaper, pages 6A-7A. Thanks!

	erik

    Is it true that the guy who presented those ads at the Management
    get-together has left Digital ?
    
    

    Is there any chance someone can scan in this ad everyone keeps talking
    about and make it available on the net?
    
    I'd like to see it, but the chances of me finding these papers at this
    point in time are pretty slim.
    
    Thanks
    Bob

re: .74

I have already done this as part of a project I'm working on; 
am in the process of posting the results to the network and 
will put a pointer in the next day or two here.

    erik

    re:  .74 check the "Digital Today, August 15 - the center fold shows
    the ad you are looking for.
    
    Hope this helps.
    
    Ollie

    re: .71
    
    Steve,  
    
    All the research on how many times ads should run contradict your
    assertion; there will be other ads in the series but this is a core
    message that will run for a while longer to ensure it is seen and
    reinforced 5 to 6 times by the audiences.

RE:                           -< Check Digital Today >-

>>    re:  .74 check the "Digital Today, August 15 - the center fold shows
>>    the ad you are looking for.
    
I haven't seen one of those in the Colorado Springs facility in about 6-7 
months!  They use to be in the south lobby for employees to pick up.  None
since January/February timeframe.

    
    attention all you San Hose Mercury News readers, you will (or may have
    already) be getting a new 'computing editor'. He is Dan Gillmore, most
    recently the computing editor from the Detroit Free Press 'Business 
    Monday' magazine. the Michigan Workstation Sales team were in the
    process of getting him an AXP 150 (NT) for evaluation when he announced
    he was leaving for the SHMN. perhaps one of you workstation sales
    'specialists' on the left coast could contact him and pick up where
    we left off....
    
    /kd

See Livewire.  It's still in there today, but may leave soon.

Elaine

    I'll go back to my original contention that we need a Digital Corporate
    Spokesperson.
    
    One idea would be to make BP the spokeperson a la Lee Iaccoco and an ad
    would feature BP sitting at an Alpha AXP workstation and simply state:
    
    "You may not know me or my company.  I'm Bob Palmer, CEO at Digital
    Equipment.  Before I'm finished, I'll make sure you know who I am and
    who my company is..."
    
    BP turns his head to the monitor, hits a button on the keyboard, and
    ZOOM, just like that, they both disappear off with dust flying, etc...

 Digital - Names DDB Needham as lead worldwide strategic/creative partner
	{Livewire, Worldwide News, 24-Aug-94}
   Digital today named DDB Needham Worldwide as the lead strategic/creative
 partner for its worldwide advertising account.  Headquartered in New York
 City, DDB Needham will drive the company's integrated communications strategy,
 as well as develop and position global brand campaigns in support of corporate
 and business unit branding efforts.  
   Young & Rubicam, also headquartered in New York City, will continue to
 implement PC Business Unit advertising, working collaboratively with DDB
 Needham.
   "A singular corporate voice reflected in a powerful worldwide brand
 reinforces the positive attributes associated with the company it represents,"
 commented Robert B. Palmer, Digital's president and chief executive officer.
 "These are critically important tools for staying in touch with the people who
 matter most -- customers.  We are confident that DDB Needham will ensure that
 Digital's strategies and the value we bring to customers are clearly
 articulated in the global marketplace." 
   "The main objective of our search was to identify a firm with proven
 capability to create outstanding, relevant brand-building advertising, that
 could effectively move brand strategy across international borders, and best
 demonstrate its ability to become a long-term strategic partner to Digital,"
 said Charlie Holleran, vice president, Communications.  "DDB Needham, with its
 extensive international network and strong capabilities in brand positioning
 and strategy, is the worldwide marketing partner Digital set out to find."
   In addition to further supporting and integrating Digital's worldwide
 branding efforts, DDB Needham also will provide a strategic and conceptual
 foundation for other non-advertising marketing communications activities and
 programs.  
   In a related announcement, Digital also named Maritz, Inc., of Fenton, Mo.,
 and The Ryan Partnership of Westport, Conn. as the new lead agencies to
 implement non-advertising marketing communications services and to work
 collaboratively with DDB Needham.  Building on the strategic foundation
 established by DDB Needham, Maritz, Inc., and The Ryan Partnership will
 support Digital's divisions, territories, business units, and channels
 partners with a broad range of non-advertising marketing services and total
 project management capabilities.  
   The Ryan Partnership and Maritz, Inc., have the capabilities to provide
 services in market research, communication strategy development, sales
 promotion, and programs for reseller and retail markets.  In addition, both
 agencies have the capabilities to support sales training, events marketing,
 direct marketing, telemarketing, fulfillment, and promotional materials
 development.

    Re: Note 3319.81 by PNTAGN::WARRENFELTZR
    
�    One idea would be to make BP the spokeperson a la Lee Iaccoco and an ad
�    would feature BP sitting at an Alpha AXP workstation and simply state:
�    
�    "You may not know me or my company.  I'm Bob Palmer, CEO at Digital
�    Equipment.  Before I'm finished, I'll make sure you know who I am and
�    who my company is..."
    
    I like it! I would, however, disagree with the last part of the idea:
    
�    BP turns his head to the monitor, hits a button on the keyboard, and
�    ZOOM, just like that, they both disappear off with dust flying, etc...
    
    Having him disappear into the distance may convey exactly the wrong
    idea, if you know what I mean.
    
    	BD�

>    Having him disappear into the distance may convey exactly the wrong
>    idea, if you know what I mean.

Easy to solve.  As he zooms off, tie trailing across the shoulder and
blowing in the the wind behind him, the camera pulls back to reveal a
race track, and we watch as Bob zips past similarly attired/outfitted people
with Intel(tm), PowerPC(tm), etc. painted on their backs; and the viewer
watches as they eat our dust!

How about having him drive a Carrerra Turbo ( instead of his 928 ) 
while the rest are driving Ford Escorts ( small compacts here in the UK )

The Turbo has the Digital logo etc.

    The only problem is it might be Ken Olsen in one of those Escorts.
    (Ford sell Escorts in the US also, although they aren't the same car)
    
    -Bruce

The aforementioned ad can be viewed using the World Wide Web (internally
    use only for now) at     
     
        URL:    http://art.pa.dec.com/ads/cb/comeback-ad.html
  
    See What's New on Digital's Web for a more complete announcement of the
    on-line ads.
    
	erik

   I just looked at this.  This is actually pretty cool.
   
   Well Done!
   
   						Terza L. Z. Ekholm
   

"Pretty cool" is an understatement.  This is fantastic!  I assume it is
going to go "external" soon?  I hope????

					Steve

That's the intention.

   erik

    Just went through the ads on - they look great - thanks for putting
    them on the Web so we could look at them!
    
    I like the way they look. The CALL xxxxDigital  (with the 1-800 in much
    smaller font) is good. If this is the work of the new agency, then
    someone made a very good choice!
    
    janetb.

    Nope - this is the work of us ol' digits in Communications and IT. 
    Erik did a great job getting the creative to look so good on line.
    
    The 2100 Server and 3000/900Workstation ads were created by Ketchum 
    Communications, working with us in Advertising and the Alpha Program Office.
    
    These ads are running today worldwide, mostly in the IT books 
    (Computerworld, ComputerReseller News, etc.)
    
    As we bring DDB Needham on board to lead our advertising work - I am already
    acquainting them with the capability we are piloting right now. We will
    get to having our ads in print and on line in parallel processes.  The
    immediacy of getting brochures, fact sheets, etc. via the Web we hope
    will help move sales cycles along more quickly.
    
    Bill 

	Excellent work on the WWW rendition of this Marcom stuff!  All
	Digital offices should have a workstation in reception allowing
	visitors to browse this material - it is a very professional
	display of some of the best ad material that I've seen for a long
	time.

	Kudos to Erik, the Digital MArcom people and all the external
	creative talent.

/Chris.

    >Excellent work on the WWW rendition of this Marcom stuff!  All 
    >Digital offices should have a workstation in reception allowing
    
    Great idea, but by the end of September there won't *BE* very many
    Digital offices. Most of the field offices are being closed in a cost
    saving effort. The folks now working in them will be working from their
    homes.
    
    Harry (who's been providing field service from his home for over 4
    years now)
	

    
    On line distribution of materials should become more important with
    folks working out of their homes.  We also see value in having these
    ads available for viewing by our reseller and software partners.
    
    This should ad impetus to Sales folks having INTERNET ready
    capabilities on their PC's.