Xerox Corp : advertising & marketing assignments

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Xerox invented the photocopier, and for a while the company's name was synonymous with its creation in a similar way to Hoover or Biro. But during the late 1990s rival technology companies including Hewlett Packard and Canon discovered newer and cheaper methods for document imaging, substantially undercutting Xerox's position in the overall market. The group's biggest mistake, arguably, was to relinquish the results of its pioneering research into personal computing systems in the 1970s to other companies, notably Apple. It was Xerox, for example, which originally invented not only the graphical user interface, later introduced commercially by Apple, but also the mouse and ethernet network technology. By 2000, the business was close to collapse. A new management team fought back by relinquishing the low-end small office/home office market to focus on the middle-ground of enterprise office machines, and especially high-end mass-production imaging systems. It also successfully followed IBM's lead to establish a substantial business outsourcing and technology services division. In 2017, the outsourcing business was spun off as Conduent, leaving Xerox focused solely on the core document technology business. At the same time, Ursula Burns stepped down as CEO in favour of Jeff Jacobson. Since the 1960s, the group has operated in Asia through Fuji Xerox, a joint venture controlled by FujiFilm of Japan. With the main Xerox US & Europe business in slow but steady decline, the company accepted a takeover offer from Fujifilm in early 2018, whereby the US company would be absorbed into Fuji Xerox. However that deal was blocked a few months later by a US court on grounds that it was not in the best interests of shareholders. That prompted the departure of CEO Jacobson; he was replaced by John Visentin. For now, the status quo in respect of Fuji Xerox continues. Xerox revenues for 2018 were $9.8bn, the lowest level since at least the 1980s, with net income of $374m. The Xerox business was founded in 1938 when patent attorney Chester Carlson developed a method for duplicating documents mechanically "to make office work a little less tedious". The process was acquired by what was then the Haloid Photographic Company, who launched it commercially in 1946, and later adopted the Xerox name.

Capsule checked 26th July 2019

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Recent stories from Adbrands Update:

Adbrands Weekly Update 21st Jun 2018: Japanese company Fujifilm is suing the fading US tech pioneer Xerox for $1bn in compensation for walking away from their agreed merger earlier this year. Xerox had agreed to cede control of its US-based business to Fujifilm, already its longstanding partner in a wide-ranging joint venture across the Asia Pacific region. However, activist shareholders Carl Icahn and Darwin Deason sued to block that deal on grounds that it was not in shareholders' interests, and undervalued the company. Their case was upheld in a US court, even though the deal had been approved by the Xerox board. Fujifilm's suit points out that no other acquiror or offer has materialised since the merger was blocked and Xerox's market value has continued to decline. How therefore could their offer have undervalued the struggling company?

Adbrands Weekly Update 3rd May 2018: A US court placed a temporary injunction on the deal negotiated by Xerox CEO Jeff Jacobson to sell control of the company to its Asia partner Fujifilm. Activist investors Carl Icahn and Darwin Deason had requested suspension of the deal on grounds that it was not in shareholders' interest. The court accepted their argument, finding Jacobson "in breach of his fiduciary duties" because the deal was structured to favour his own position and that of certain members of the board. Indeed, Jacobson rushed the deal through last year despite having been told by a board majority not to proceed with it. Xerox attempted to reach a settlement with Icahn and Deason over the lawsuit, appointing their nominees as the company's new chairman and CEO, and replacing several directors who had sided with Jacobson. However that arrangement has still not been finalised. Fujifilm initially said it would revisit the terms of the deal in an attempt to resolve the situation. However, its own investors are also pressuring the company to abandon its attempts to acquire Xerox.

Adbrands Weekly Update 1st Feb 2018: In one of those end-of-an-era moments, US tech pioneer Xerox has accepted an offer to be acquired by its Asia Pacific partner Fujifilm. In a complex deal, Fuji proposes selling its 75% stake in their existing Asia joint venture to Xerox for $6.1bn, with which it will then acquire a 50.1% stake in the US company, to be renamed Fuji Xerox. However, the deal still requires the approval of Xerox shareholders, and in particular activist investors Carl Icahn and Derwin Deason, who together own 15% of the US company. They are thought to back such a merger in principle, but may push for a better price.

Adbrands Weekly Update 18th Jan 2018: Struggling with the continuing downturn in its core printer and copier business, iconic office equipment pioneer Xerox confirmed that it is in negotiations with its Asia joint venture partner Fujifilm. That could lead to takeover of the US company by the Japanese company. Xerox has for years been represented in the Asia Pacific region by Fuji Xerox, originally a 50/50 partnership, but 75% owned by Fuji since 2000. While Xerox has steadily dwindled over the past decade - sales were around $10bn last year - Fujifilm has successfully diversified into several other fields, including medical equipment and electronic components, and is now more than twice the size of the US group by revenues.

Adbrands Weekly Update 5th Jan 2017: Ads Of The Week: "Brother Dominic 2017". Xerox has resurrected the character of "Brother Dominic", a brand mascot who first appeared in its advertising in a lauded Super Bowl spot of 1976. Y&R New York has developed this update of the original concept, introducing the character into the modern digital world. The spot also marks Xerox's relaunch as a document services specialist following the spin-off this week of its outsourcing division as separate company Conduent. (A note of caution: we'd actually forgotten the original spot when we first saw this version. A quick revisit - see the 1976 ad on our Facebook page - shows that Y&R owe considerable credit to original agency Needham, Harper & Steers and creative director Allen Kay.)


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