How (and why) Xerox is abandoning the printed page

This event report details how Xerox, the technology group, is seeking to transform its brand and wider business.

Xerox will always be the victim of its own branding success.

To understand the evolution of the company, in fact, is as simple as watching two pieces of video, the first from 1977, and the second from 40 years later:

The first spot was an iconic piece of Super Bowl advertising, one of the most cutting-edge ads of its time, endorsing the capabilities of one of the most in-the-moment office products.

The second taps into that four-decade legacy for business consumers to understand what the enterprise has become today. Even as people use the term "Xerox" to explain the process...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands