Bull: "Architect of an Open World"
Paris,
November
3, 2005 -
Bull today launches the return to active external communication, marked by an advertising campaign unveiling its value proposition.
Above all, the campaign - running in France, Germany, Italy, Spain, and the UK, as well as in Brazil and the Czech Republic - is a symbol of the openness reflected in Bull's new baseline: Architect of an Open WorldTM .
The campaign also reveals Bull's new strategic positioning and offerings: as a pioneer in the bringing together of industry standards and open systems, combining well established experience in the most powerful IT infrastructures and an involvement at the highest level in standard technologies.
This unique positioning carries with it messages that are in total harmony with the major evolutions in the market and, of course, with Bull's fundamental know-how and offerings: servers and IT services. They publicize the value that Bull can bring, as Architect of an Open World, helping organizations break free from past shackles by breaking down the barriers in their information systems and opening them up in total security.
For Didier Lamouche, Bull Chairman and Chief Executive Officer, "this advertising campaign crystallizes the Group's strengths. The campaign uses imagery and language related to escaping to show that Bull is a genuine contender who combines creative abilities and renewed dynamism with all its extensive expertise. As it breaks with the past, the campaign also celebrates the renaissance of Bull".
The campaign - devised in association with TBWA\CORPORATE - targets opinion leaders and IT decision-makers. It will appear over a four-week period from 3 November 2005, in the leading business and IT press, as well as on key Internet sites.
New logo for a business on the move
An essential element of the company's new image, Bull's new logo symbolizes modernity, power and vitality. The grey color is that of an established manufacturer with powerful technological capital; the green button marks the handover between the old Bull and the new.
A symbol of a new Bull, liberated from its enclosing rectangle, the logo links technology and simplicity with the freedom to move towards the Open world, towards powerful industrial partners, new markets and new horizons.
"Today marks the start of the roll-out of our new logo, the symbol of dynamism and success for Bull. It embodies a totally transformed company, whose product and services strategy is based on openness" adds Didier Lamouche.
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