Lucent Ad Campaign to Focus on 'True Convergence'

December 1, 2005

This announcement came across the TMCnet news feeds today:

Lucent Technologies Builds New Agency Line Up to Lead Worldwide Advertising and Brand Communications; GlobalWorks Selected along with International Co-Production and Carat in 'True Convergence' Campaign Spotlighting Today's Digital Lifestyles

It looks as if this is a new campaign launched in conjunction with�Lucent's hiring a new lead ad agency for its worldwide marketing efforts. The new agency is GlobalWorks Group, based in New York and known for its multicultural experience.

Today's release explained the 'True Convergence' theme in these terms:

Yuri Radzievsky, president of GlobalWorks: "Our mandate is to reinforce how Lucent is making true convergence a reality by enabling truly simple, truly seamless communications experiences for the end-user. We're all living and running around with four or five pieces of gear, which reflects today's digital lifestyle and work style, and the advertising will focus on how Lucent will bring real harmony to what until now has been an ever growing vortex of communications chaos."

John Giere, chief marketing officer for Lucent: "The overriding theme is to show how Lucent's solutions will simplify life, at work, at home and on the go across the entire horizon of personal communications media, and give end-users control of the experience."

The front page of the Lucent Web site is now highlighting a Flash presentation (developed by GlobalWorks or its partners, I assume) that does a good job presenting the�position of the 'True Convergence' campaign. Here's one image that�might give you an idea of the flavor of the campaign and the�creative employed in it:

Lucent is sending speakers to the upcoming Internet Telephony Conference and Expo in Fort Lauderdale, Fla., Jan. 24-27, 2006: Geeta Chaudhary, who works in IP video solutions; Tim Gore, working in WiFi development; and Tim Connelly from Lucent's professional consulting division.

AB -- 12/1/05

Tags: advertising, campaign, convergence, globalworks, lucent, true
Related Tags: lucent, Lucent, campaign, convergence, GlobalWorks, Convergence