CDW: People Who Get IT

Category: Electronics
Brand/Client: CDW
Lead Agency: Ogilvy & Mather
Contributing Agencies: Mindshare

Strategic Challenge

Going Beyond the Box

CDW built a successful business selling boxes of hardware to IT professionals. But to stay successful in this rapidly changing industry, CDW needed to convince its customers that it could also deliver services and solutions, and go beyond the limitations of its box-pushing legacy.

Sometimes success is the toughest obstacle to overcome. This is especially true when your past success has defined you so well that your customers are slow to accept that you can now do much, much more.

Such is the case for CDW, founded in 1984 and one of the first companies to market and sell computers directly to business customers. By 2007 CDW was selling enough computers, servers and other hardware to reach #39 on Forbes' list of America's Largest Private Companies.