As America returns to the office, Xerox returns to advertising

As America’s workforce has returned to the office, so has office equipment company Xerox returned to advertising. Earlier this month, the century-old technology brand launched a new brand campaign and a media mix revamp to better target the millennial and Gen Z work force. 

Investment-wise, it’s Xerox’s largest ad effort in the last five years, testing into channels that are new to the brand, like digital and streaming video, and TikTok and revisiting dormant ad channels, like out-of-home ads in the New York City metropolitan area, according to Deena LaMarque Piquion, CMO at Xerox. Xerox’s exact ad spend is unclear as Piquion declined to provide specific figures.

“We’ve really broadened the aperture to have a better mix of tactics,” said Piquion. “That’s what we heard a lot, that we were missing at the top of the funnel to really influence that area of favorability before they move to consideration.” 

Historically, Xerox’s media investments have been predominantly in digital tactics, especially LinkedIn campaigns and paid search. But to boost brand awareness, and keep up with the work force’s newest generation, channels like digital and streaming video ads, NYC-based OOH and TikTok have been added to the media mix.

It’s unclear what those investments are as Piquion declined to outline specifics. Last year, Xerox spent $2,554,357 on advertising efforts, according to Vivvix, including paid social data from Pathmatics. That figure is significantly higher than the $1,552,230 spent in 2021. 

TikTok in particular, she said, is in its early experimental stage for the legacy brand as it plans to launch both paid and organic efforts alongside its newest campaign this year. The hope is TikTok will become a mainstay in the Xerox media mix to stay top of mind with younger audiences, said Piquion. 

“We’re extremely strong in [the] 45 and over demographic,

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Promotion returns to depicting gals more often in domestic roles, review finds

Dive Temporary:

  • Fifty-7 % of people in commercials throughout 2021 and 2022 ended up women, even though 43% had been males, in accordance to the “Gender in Marketing 2023 Report” from CreativeX.
  • In 2022, males had been cast in experienced roles 73% much more generally than women as opposed to the past year and 30% additional normally in leadership roles. Females ended up cast 46% more frequently in domestic roles and 3.6% much more generally in loved ones configurations. These developments have been compounded when age and race have been taken into thought.
  • The representation of females in experienced options declined 21% in 2022, while spending on these types of ads fell 35%. The effects suggests gender representation in advertising shifted very last year, with ladies a lot more possible to be cast in domestic or loved ones roles than in the earlier year. 

Dive Insight:

Irrespective of the higher proportion of woman representation in the advertising house, the internet marketing marketplace is even now a extensive way from accurate fairness. Past a change towards portraying gals much more commonly in domestic and spouse and children roles, the amount of females operating in the marketplace fell 24% in between 2021 and 2022, in accordance to She Runs It. The reduction of girls personnel in the space could be partly liable for the decreased illustration of girls in the expert location across promoting categories.

Even though professional options total had been utilised a lot less routinely very last year — possibly for the reason that of the growth of operate-from-residence and hybrid operating — there was even now a crystal clear change in gender representation, for every the findings. Of the characters in advertisements revealed in experienced configurations, 61% had been girls in 2021. By 2022, that amount dropped to

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