McAfee is out to change the perception that it is just an antivirus company via an advertising campaign that will run into "several hundred thousand dollars".
Coming soon to a billboard, the back of a cab or an airport near you is an advertisement from McAfee local distributor, The Paradigm Agency, that is aimed at two broad groups of buyers.
"The airport ads are designed to increase our brand recognition and show us as a network security and management company," said David Lewis, director of Paradigm. "The billboard and cab campaign is more product oriented," he added.
Also being targeted is the reseller community where McAfee is highlighting a Jack Russell terrier named Macca as: "the leader of the pack".
"The market for anti-virus products is hotting up but we are still the dominant player," said Lewis. "We don't have any metrics for the ad campaign at the moment but anecdotal evidence tells us the awareness level is very high."
The advertising agency for the campaign is Never A Dull Moment.
TEL (02) 9437 5866 FAX (02) 9439 5166