Electronic Data Systems: Cat Herders campaign

Frank Caso

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end of the twentieth century EDS, despite continued growth, had fallen behind its competitors—especially regarding its public image.

Electronic Data Systems: Cat Herders campaign

Frank Caso

OVERVIEW

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end of the twentieth century EDS, despite continued growth, had fallen behind its competitors—especially regarding its public image. To correct that, EDS chose Fallon McElligott (later Fallon Worldwide), an independent Minneapolis ad agency, as its lead agency in May 1999. Fallon, in conjunction with new corporate management at EDS, saw its mission as changing the EDS image not only with respect to...

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