OVERVIEW

• Fujitsu PC Corporation wanted to establish laptop computing presence in the U.S.

• CKS selected branding and integrated marketing agency of record.

• Brand positioning and integrated campaign strategy focused on Fujitsu's engineering excelence designed with users in mind.

• Led "LIFEBOOK" product naming and logo design.

• Intel Inside participation.

• Integrated marketing included PR, Analyst Relations, print and online advertising, airport displays, event experiences, channel reseller integrated programs, digital marketing and web development (Internet, Intranet and Extranet development).

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RESULT

• Achieved top 3 leadership position and 90% brand recognition with national branding campaign and launch of Fujitsu PC laptop computers.