Nortel Networks Ltd. introduced “Hyperconnectivity,” a global ad campaign that the company hopes will redefine its role in an increasingly connected network environment.
The campaign, developed by McCann Worldgroup San Francisco, is Nortel’s first new advertising since Lauren Flaherty took over as the company’s CMO in May 2006. The budget was undisclosed.
“There is an exponential demand on networks to be connected-not just person-to-person, but device-to-device,” said Flaherty in an interview with BtoB, a sister publication of RCR Wireless News.
“Hyperconnectivity is the marketplace challenge and the marketplace opportunity.”
The integrated campaign includes print, online and out-of-home advertising.
Kate Maddox is a reporter with B2B, a sister publication of RCR Wireless News. Both publications are owned by Crain Communications Inc.
