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CDW and Charles Barkley Make “Smart Growth” a March Madness Slam Dunk
|By Business Wire
|March 17, 2014 08:07 AM EDT
CDW (NASDAQ:CDW), a leading provider of technology
solutions to business, government, education and healthcare,
launched the next iteration of its “People Who Get IT” integrated brand
campaign on March 15. The new campaign, once again featuring NBA Hall of
Famer Charles Barkley and fictional company Gordon & Taylor, will tip
off the 2014 NCAA basketball tournament with spots appearing on national
television and radio, in print and with expanded online digital
engagement throughout March Madness and into the summer of 2014.
Charles Barkley is back in "Smart Growth," the latest iteration of CDW's "People Who Get IT" integrated brand campaign launching during March Madness. (Photo: Business Wire)
Since Barkley’s arrival at Gordon & Taylor, the company has won at
basketball, won new business by losing at golf, won on the road with its
mobile office and won despite having a football stadium without a team.
But sometimes, growth isn’t easy, and in the newest campaign, “Smart
Growth,” Gordon & Taylor is feeling the pressures that many
fast-growing organizations experience – from hiring challenges to space
constraints and bottom-line worries.
That’s where CDW comes in. Just as a basketball team’s sixth man comes
off the bench to help win games, CDW’s professional expertise
demonstrates that IT is the “seventh man” that can provide organizations
with a competitive advantage. A core element of the content-rich
campaign is showcasing how technology is changing the game – not only in
basketball, but also in business.
“The creative concept for the ‘Smart Growth’ campaign is how CDW’s
technology solutions support and amplify business operations to help our
customers grow and succeed,” said Neal Campbell, senior vice president
and chief marketing officer at CDW. “We chose March Madness as the
backdrop for this campaign because technology coupled with professional
expertise is truly the ‘seventh man’ for enabling smart growth.”
Barkley has anchored the serial campaign in several iterations since
2012, engaging CDW’s audiences in a memorable way using humor to
effectively deliver simple, clear messages that resonate with IT
professionals and business leaders alike.
The “Smart Growth” campaign enables CDW to highlight its expertise in
cloud computing, mobility, data center optimization, networking and
printing solutions. Just as Gordon & Taylor has evolved, CDW has evolved
to become a leading provider of IT solutions with the national breadth
and deep technological know-how required in today’s rapidly changing
marketplace. Partner solutions from Cisco, Crucial, HP, Intel, Lenovo,
NetApp, Seagate and VMware are featured, along with the CDW capabilities
that power them.
Ogilvy & Mather, Chicago, worked with CDW to develop the campaign, which
is CDW’s most deeply integrated to date. It features broadcast, print
and online advertising; the What is the Seventh Man microsite; social
media and internal engagement programs; sales enablement; CDW.com
promotions; and public relations support. The ads, directed by
award-winning and Hall of Fame television commercial director Joe Pytka,
will run during the NCAA March Madness broadcasts on CBS, TBS, TNT, Tru
TV, ESPN Radio and Westwood One.
New elements of the campaign include two Reddit
Q&As sponsored by BizTech magazine in conjunction with CDW and
STATS – the leading sports technology, data and content company – March
18 and live from Dallas during the Final Four, focused on how big data
analytics can help fans pick winning brackets.
To access exclusive “Smart Growth” campaign materials, visit CDWCorp
on Twitter, CDW
Corporation on Facebook, CDW
on LinkedIn and CDW
CDW is a leading provider of technology solutions to business,
government, education and healthcare. A Fortune 500 company, CDW was
founded in 1984 and employs more than 6,900 coworkers. For the year
ended December 31, 2013, the company generated net sales of more than
$10.7 billion. For more information, visit www.CDW.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140317005564/en/
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