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Nortel Launches Global Branding Initiative with New Voice, Focus on Future

  • 09 November, 2004 11:59

<p>Nortel Launches Global Branding Initiative with New Voice, Focus on Future
Kicks Off with Ad Campaign: "This is the Way. This is Nortel."</p>
<p>TORONTO - Delivering on its commitment to become a more marketing-led company, Nortel* [NYSE/TSX:NT] today unleashed a global branding initiative with sweeping changes to the company's look, feel and voice based on the theme, "This is the Way. This is Nortel."</p>
<p>The first deliverable of this initiative is a global ad campaign breaking today that provides tangible evidence Nortel is delivering communications capabilities that ignite and power global commerce while helping people solve the world's greatest challenges.</p>
<p>"Today we're confirming that marketing is now a strategic asset for Nortel, vital to growing our market momentum by helping us reach customers and prospects about the value we can bring to the world's most critical communications," said Bill Owens, president and chief executive officer, Nortel. "Our solutions are a catalyst for addressing the most profound challenges facing businesses, consumers and societies."</p>
<p>Nortel is taking an important step in changing the way it defines itself, moving the discussion from "the network" to what people "do with the network." The ad campaign tells the Nortel story of strength, confidence and security - communications you can count on - to CEOs, CFOs and CIOs, using major business and news media around the world. Also marking a shift, Nortel will advertise on television for the first time since 2001.</p>
<p>"It's a new day for Nortel," said Clent Richardson, chief marketing officer, Nortel. "Starting with this powerful campaign, you're going to see us get more confident and vocal about who we are and the value we deliver to our global customers. Frankly, people will be surprised when they learn the tremendous impact Nortel is making every day around the world - be it with a financial institution supporting billions of transactions, a city enhancing the experience for residents and visitors through widespread wireless Internet access, or an educational institution sharpening its competitive edge by making the latest technology available to heighten the learning experience."</p>
<p>With creative strategy and development by The Richards Group, an internationally renowned branding firm and Nortel's agency of record, the campaign comes with a new theme: "This is the Way. This is Nortel." The TV spot includes shots of a noisy stock exchange floor, high-rise office buildings, and security department switchboard operators, set to a familiar tune sung by a children's chorus. It ends with a voiceover articulating Nortel's global strength: "...this is the way hundreds of millions of people, FORTUNE 500* companies, and government institutions around the world trust their networks to be reliable and secure."</p>
<p>Nortel is at the core of the world's most critical communications networks - from the world's largest stock exchanges to the hundreds of millions of people around the world relying on Nortel's wireless networks for business and personal services," said Stan Richards, principal at The Richards Group. "The unexpected juxtaposition of a children's song to such serious business scenes dramatizes this surprising and comforting fact."</p>
<p>The print advertising takes a direct approach to the same messages, showcasing all of the places Nortel can be found through simple and powerful copy: "This is the way 600 million people move around the planet. You'll find Nortel in every single one of the world's top 20 airlines."</p>
<p>"We always knew the strength behind Nortel's brand, but now the whole world will know why companies have been using its equipment to keep network costs down, tackle new business, adjust to market shifts, stay connected with global partners and customers around the clock, and generally, be competitive," said David McLaren, president, International Nortel Networks Users Association, an independent association not managed by Nortel. "Our members have relied on Nortel to be successful in what they do and I'm happy to see that Nortel is sharing that on a broader level."</p>
<p>Over the coming months, Nortel will continue to ramp up its strategic marketing activities to reach and educate new customers and prospects about the value and vision Nortel can bring to their businesses.</p>
<p>About The Richards Group</p>
<p>The Richards Group, located in Dallas, is one of the largest independent branding agencies in the USA. Agency clients include the standard-setting brands of The Home Depot*, Chick-fil-A*, Hyundai*, Red Lobster, Motel 6* and Fruit of the Loom*. The Richards Group can be found at</p>
<p>About Nortel</p>
<p>Nortel is a recognized leader in delivering communications capabilities that enhance the human experience, ignite and power global commerce, and secure and protect the worlds most critical information. Serving both service provider and enterprise customers, Nortel delivers innovative technology solutions encompassing end-to-end broadband, Voice over IP, multimedia services and applications, and wireless broadband designed to help people solve the worlds greatest challenges. Nortel does business in more than 150 countries. For more information, visit Nortel on the Web at For the latest Nortel news, visit</p>
<p>Certain information included in this press release is forward-looking and is subject to important risks and uncertainties. The results or events predicted in these statements may differ materially from actual results or events. Factors which could cause results or events to differ from current expectations include, among other things: the outcome of Nortel Networks independent review and planned restatement or revisions of its previously announced or filed financial results; the impact of the management changes announced on April 28, 2004 and August 19, 2004; the impact of the inability to meet Nortel Networks filing obligations on support facilities and public debt obligations; the sufficiency of Nortel Networks restructuring activities, including the work plan announced on August 19, 2004 as updated on September 30, 2004, including the potential for higher actual costs to be incurred in connection with restructuring actions compared to the estimated costs of such actions; cautious or reduced spending by Nortel Networks customers; fluctuations in Nortel Networks operating results and general industry, economic and market conditions and growth rates; the communication by Nortel Networks auditors of the existence of material weaknesses in internal controls; Nortel Networks ability to recruit and retain qualified employees; fluctuations in Nortel Networks cash flow, level of outstanding debt and current debt ratings; the use of cash collateral to support Nortel Networks normal course business activities; the dependence on Nortel Networks subsidiaries for funding; the impact of Nortel Networks defined benefit plans and deferred tax assets on results of operations and Nortel Networks cash flows; Nortel Networks dependence on new product development and its ability to predict market demand for particular products; Nortel Networks ability to integrate the operations and technologies of acquired businesses in an effective manner; the impact of rapid technological and market change; the impact of price and product competition; barriers to international growth and global economic conditions, particularly in emerging markets and including interest rate and currency exchange rate fluctuations; the impact of rationalization in the telecommunications industry; changes in regulation of the Internet; the impact of the credit risks of Nortel Networks customers and the impact of customer financing and commitments; stock market volatility generally and as a result of acceleration of the settlement date or early settlement of Nortel Networks purchase contracts; the impact of Nortel Networks supply and outsourcing contracts that contain delivery and installation provisions, which, if not met, could result in the payment of substantial penalties or liquidated damages; the future success of Nortel Networks strategic alliances; and the adverse resolution of litigation, investigations, intellectual property disputes and similar matters. For additional information with respect to certain of these and other factors, see the most recent Form 10-Q/A and Form 10-K/A filed by Nortel
Networks with the United States Securities and Exchange Commission. Unless otherwise required by applicable securities laws, Nortel Networks disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.</p>
<p>*Nortel, the Nortel logo and the Globemark are trademarks of Nortel Networks. FORTUNE 500 is a trademark of Time, Inc. The Home Depot is a trademark of Homer TLC. Chick-fil-A is a registered trademark of Chick-fil-A Corporation. Hyundai is a trademark of Hyundai Corporation. Red Lobster is a trademark of Darden Corporation. Motel 6 is a trademark of Accor Hotels. Fruit of the Loom is a trademark of Fruit of the Loom, Inc.</p>
<p>Further information:</p>
<p>Elizabeth Lovett
Nortel Networks
Ph: (02) 8870 5625
<p>Hannah Watterson
Watterson Marketing Communications
Ph: (02) 9437 6122

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