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Xerox featuredXerox is no longer the “Document Company.” It no longer wants to be known for…Xeroxing stuff.

Business services now accounts for more than half of Xerox revenue. It’s a lot harder to brand a company offering a wide range of back office services than one making copiers. What the heck does Xerox do, anyway? (Better yet, what doesn’t it do?)

Xerox’s Vice-President of Advertising Barbara Basney explains the company’s new business services identity in a blog post:

What does that mean exactly?   Well…it means that we are behind the scenes helping simplify the way work gets done for customers in areas like Human ResourcesF&AHealthcare,  Customer CarePublic Transportation and Document Management.

Are you surprised that this is what Xerox is all about?  If so, you are not alone, as the majority of people don’t know Xerox is a leading provider of business solutions and services.

To get the message out, Xerox has a new advertising campaign called “Made Simple By Xerox.”

At the beginning of the first ad, the actress says a copier machine is a “tough act to follow.” She says, “At Xerox, we’ve embraced a new role.” After she walks us through some of the services provided by Xerox, she says, “How’s that for an encore?”

The second ad starts with the actress saying, “When I say, Xerox, I know what you’re thinking.” She presses a copy machine button. Like the first ad, she walks us through Xerox’s services.

What do you think of the campaign? On the one hand, Xerox wants you to know it is the king of copiers. On the other hand, it wants you to know the copy machine age is a thing of the past. I think that was the main point of the ads. “Business services” is hard to explain in 30 seconds.

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