Pitney Bowes pivots with first big ad push since '90s

Ogilvy & Mather helps postage meter company rebrand as digital transaction giant

Beginning this week, Pitney Bowes will start showing up on CNN and ESPN broadcasts to present itself as a company that has mastered the execution of billions of transactions, both digital and physical. It's the first major media campaign for the company in more than 20 years.

An aggressive flight of some 15 corporate identity TV spots and display ads will run on major cable stations, as well as with media properties like the Wall Street Journal and The Economist, to redefine the purveyor of postage meters as a key commerce partner for the digital age.

In making its transition, Pitney Bowes has described itself as a global technology company powering billions of physical and digital transactions "for more than 1.5 million small businesses and 90 percent of the Fortune 500."

Pitney Bowes harks back to its mail-based roots in one of its Ogilvy & Mather-created spots themed "Craftsmen of Commerce," featuring montages of employees at work. "These are the hands that built the machines," says a narrator, "the machines that sort, stack and seal; that keep private information private."

Company spokesperson Carol Wallace said to expect the Pitney Bowes' name to become ubiquitous on mass media in the coming weeks. "There are some football games on this weekend, and we'll be there with them," she said.

This article first appeared on dmnews.com.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free